Strategically and tactically

You can listen to your customer strategically or you can listen to your customer tactically (or you can do both). See Fig 11.1.

When you listen to your customer strategically, you listen to your customer all at once, collectively. You listen to thousands of customers and amalgamate their views into a single statement.

When you listen to your customer tactically, you listen to them one at a time, such as in a phone conversation, in an email, and in an office visit.