In chapter 5 of Ascend Your Startup, Yu discusses acclimating to the voice of the customer. This is the step when you will drive growth and pull away from the pack while differentiating your brand from the competition by listening to your customers. Customers who have invested in your product and want to continue doing so offer valuable feedback and what they see in regards to your company through their lens should be evaluated.
The next decisions you will face all involve your customers; Is your company as customer-centric as your marketing content says it is, how will you get to know your customer, are you willing to step back in order to move forward and acclimate to the voice of your customer, and at the end of the day, how will you define your customer experience.
The decision that stood out to me is are you willing to step back in order to move forward and acclimate to the voice of the customer. I've seen many large companies over the years make the mistake of not doing so and paying the price. In this day with instant access to feedback across many different platforms with diverse user bases, it is baffling in my experience to see so many companies ignore their customers and deliver tone deaf responses to issues or products which completely miss the mark with their core customer base. This seems to be an increasingly common occurrence in the gaming industry in particular with a recent example such as the last two Battlefield titles being almost universally panned on release by the core audience with some of the worst marketing responses I've seen to player's concerns and criticisms.
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