“That’s enough about me, let’s talk about you. What do you think of me?” This great movie quote describes how customers often perceive their vendor interactions.

So ask yourself, are your customer conversations and QBRs really about them – or are you focused on asking what they think about your product? Do you understand the “why” that drives their day-to-day priorities? Are they giving you their unvarnished perspective in a way that can help your company learn and grow?

Bob London of Chief Listening Officers, our expert speaker, has conducted over 2,000 interviews with B2B customers and other decision-makers.