Citation (IEEE): G. A. Gorry and R. A. Westbrook, “Can You Hear Me Now? Learning from Customer Stories,” Business Horizons, vol. 54, no. 6, pp. 575–584, 2011. doi: 10.1016/j.bushor.2011.08.002.
What it argues
Argues that companies learn more about customers from the stories customers tell about their experiences than from surveys and satisfaction scores. Stories carry context, emotion and meaning that numbers strip away. The authors describe how organizations can solicit, listen to, preserve and share customer stories, so that customer understanding spreads beyond the marketing department.