Our dreams for our organizations, products, and services go long into the future. Whether or not we get there depends in large part on what we do with feedback. Being around for the long haul means we must, as my dad would say, continually meet or exceed our customers’ expectations. The last thing we want to do is over-promise and under-deliver. Nothing is more aggravating to customers than feeling like they were not told the whole truth (be it about costs, timelines, quality, etc.).
The reality is that with the expansion of globalization and development of technology, today’s environment has become increasingly volatile, ambiguous, changing and uncertain (VACU) as George Ritzer and Paul Dean put it in their book, Globalization. This means that innovation becomes critical for anyone seeking to meet or exceed their customers’ expectations into the future. Why?