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The Importance of Making Sure Customers Feel Heard A great product is a problem heard and solved, followed by user feedback heard and integrated.

By Jason Feifer

This story appears in the July 2017 issue of Entrepreneur. Subscribe »

Nigel Parry

Journalists ask questions, and people answer them. This is how the business works, and how it's always worked. But: Why? Why do people tell us their stories? Why do they let us into their lives, their businesses, their most sacred of spaces? Honestly, sometimes reporters are shocked by the access they get. When I was a community newspaper reporter, my least favorite part of the gig was covering breaking-news stories about people dying in accidents or crimes -- and yet almost every time I called a newly grieving family member, they'd graciously answer my questions about the deceased.

Related: 5 Ways to Build Killer Relationships With Customers

And here's why. Because people want to be heard. It's gratifying -- a confirmation that your ideas and thoughts and experiences matter, and are worth someone else's time. In the right circumstance, it can be flattering, too. When people feel heard, they feel valued. They gravitate toward an open ear.

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