“Why do you say that?” “How important is value to you when choosing which brand of paint to purchase?” These kinds of questions get asked all the time. The answers they elicit are not just useless, they are misleading. They steer us away from the truth and instead provide us with false information that confirms accepted myths.

Customer feedback is vital for brands looking to protect and grow their market share. Understanding customer’s wants, needs and expectations means providers can better service customers through streamlined services, targeted product offerings and improved experiences. And businesses who work to actively improve customer service can, and will, see revenue grow.