Listening

Why is listening important for companies? It is important for several reasons but in particular the fact that customers want what they want from a company and they want to know they are being heard. Companies can make many beneficial changes to their organization when they LISTEN. It is something that would appear to be so easy but are book states that " listening is perhaps the most essential neglected skill in business" which is very surprising. Sometimes managers or CEO's make the company what they want and they alone want, and don't really include other people. It is amazing to think of so many companies that have went out because they didn't listen to the customers. I know a local restraunt that went out of business because customers were wanting what they weren't giving them. They didn't give the customers what they wanted= they went out of business!