Spend a lot of time talking to customers face to face. You'd be amazed how many companies don't listen to their customers.

Ross Perot, American businessman and founder of Electronic Data Systems (EDS), made this statement to emphasize the importance of customer relationships in business success. By advising companies to “spend a lot of time talking to customers face to face,” Perot highlights that direct communication allows businesses to truly understand their customers’ needs, pain points, and expectations.

The quote also critiques the tendency of many companies to overlook or ignore their customers once products or services are delivered. Perot points out that a surprising number of businesses fail to listen actively, which can lead to misaligned offerings and missed opportunities for improvement. Engaging directly with customers provides valuable insights that data alone cannot capture, strengthening trust and loyalty.

The origin of this quote ties to Perot’s leadership style at EDS, where he was known for his hands-on approach and commitment to customer satisfaction. He believed that listening to customers not only improved products and services but also helped build long-term partnerships, which became a cornerstone of his company’s success.

Ultimately, Perot’s message is about making customers a central focus of business operations. By maintaining open, personal lines of communication, companies can innovate more effectively, address problems quickly, and differentiate themselves in a competitive marketplace.