We might think we know what our customers are thinking, but we’re wrong, according to revenue coach, Kristin Zhivago. And in order to really go down that journey of better customer service, you first need to toss aside any expectations of what you think your customers are going to say, and actually be willing to start talking to them.  By doing this, you get to find out your company’s strengths and weaknesses. You find out the things you're really good at that you want to promote, and the things that you need to fix in the background. And once you fix them, then you can promote those.