If you’re in a service business like us, you’re well aware of the need to stay on top of customers’ evolving needs. After all, what more is a service than a solution to a customer’s challenge? And as your industry evolves, as do your customers’ needs, how can you continue to grow with them? The answer is a relatively simple one. Listen.
We recently saw this done extremely well by the producers of NAB Show, a huge annual trade show focused on media, entertainment and technology. They had found themselves in a situation where repeated complaints had been received about the cost and unpredictability of exhibiting expenses. With the risk of a potential drop in exhibit sales, they decided that the best way to get to the bottom of it was to keep an open mind, dig in—and listen.