To hear the voice of the customer, listen to the conversations at Matrixx Marketing. Gatorade, DirecTV, Hitachi, and other well-known companies care so much about their customers that they don't talk to them. Matrixx does — 200 million times a year.
Charles Fishman (firstname.lastname@example.org) is a contributing editor at Fast Company.
"Are You Listening?"
"Who Cares About Customers?"
"What is Great Service?"
"How Do You Learn From Customers?"
A version of this article appeared in the October/November 1997 issue of Fast Company magazine.