The voice of the customer is crucial in today's business landscape, as it offers invaluable insights into their needs, preferences, and pain points. I think by actively listening to customers, businesses can foster trust, loyalty, and differentiation, particularly in industries where products or services are commoditised. Moreover, when incorporating customer feedback into innovation processes this enables companies to develop offerings that better align with market demands. And by addressing customer concerns promptly this will reduce churn rates, allowing businesses to stay agile and adapt their strategies to changing market conditions.