Customers and users will just turn their back towards a business, if the company is not showing any interest in having a healthy interaction with its users.
Better products do have a better market perception. Their customers feel nice when they call up customer support, in case they have any issues using the product, because they know their problem will be addressed, and they will get a solution. Customers of these products also feel proud and delighted to tell the support folks (and their friends) when they happy using the product.
As a business, this is your key to success. Let your customer know you are listening to them, reach out actively, seek their advice, let other people know what you have learned..
..and most important, let people know what are you doing about the advices and complaints you heard. Provide feedback to your customers. They need it as much as you do.
Do it right, and you will never have to lower your prices to beat the competition.
While surveys are good for one-way communication, many product managers are increasingly using social web to create online communities, groups, and fan pages to interact with their customers and users. If you are separated from the end-users by another layer of service providers (or distributors, retailers etc), interactive communication with your end-users is even more crucial, and goes a long way in providing delightful user experience.
How effective are these methods? We'll discuss it in a later post.
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