Here’s why your business should listen to customers

posted by 3 years ago in Features

Travel operator Thomas Cook hit the headlines last month when bosses announced a new booking system for tourists wanting to reserve sunbeds. It’s in response to the numerous complaints that travel firms receive from customers whose relaxation plans are foiled by early birds reserving places with towels and personal belongings.

It remains to be seen what impact the service will have on profits for the company however, Thomas Cook has been praised for seeking out an innovative solution to an age-old problem.

Here are three other companies that listened to customers and reaped the rewards…


Market research led the fast food giant to question how the quality of the produce it served was perceived by customers. One of the issues was whether the food was healthy or organic. In response, McDonald’s included healthier options in their meal deals and  launched a campaign to prove that their meat is real.


When it was reported that only 9 per cent of the primary users of LEGO were female the company decided it was time to change. Researchers carried out a four year study involving 3,500 girls and their mothers. They studied the girls’ playing habits and questioned them about what would attract them to playing with the toy. This research prompted LEGO to come out with a new line of toys called “Friends” on January 1st, 2012.


The coffee industry might be a crowded market but Starbucks have effectively listened to customers to remain successful over decades. Starbucks regularly tests products in stores and in 2014, tested the use of coconut milk as a non-dairy alternative to milk and cream in the brand’s hand-crafted beverages. The results caused Starbucks to select coconut milk instead of almond milk as an alternative to traditional dairy products in coffee beverages.

So, if you’re looking for the next big idea to propel your business to greatness then your customers might just have the answer!