A recent survey asked respondents what they would give up to keep their smartphones. Almost 80% of females said they would give up alcohol to keep their Smartphone, less than 70% of their male counterparts were willing to make the same trade. About 40% would give up their significant other before giving up their Smartphone. What price would you pay to keep tapping?

Many of the respondents were willing to pay a rather hefty monetary price for the right to keep their Smartphone for one year. Fifteen percent would pay $5,000 - $10,000, and twelve percent would pay $10,000 - $15,000. I couldn't help wondering why anyone would pay that much for a year's worth of squinting. Cell phone addiction is a problem for some people, although I don't believe this reveals why people are willing to trade so much to keep their Smartphone.

I initially thought the overwhelming need to be connected or to communicate provided the answer. A second look convinced me that the desire to be heard fueled people's obsession with keeping their Smartphone. If we are willing to give so much to be heard, what would we be willing to give up?

Customers demand that we hear them. If we don't listen, they will move on to one of our competitors. If cookie-cutter solutions are all we have to offer, we essentially tell customers they do not have a voice. Now, more than ever, we as businesses need to listen to our customers and provide solutions that meet their expectations.

Human nature is what drives each of us. Acknowledging a customer's opinion may require us to change to accommodate the customer's feelings. None of us like change or additional work. Putting a little work into a customer relationship often pays dividends for years to come. We all know it is easier to keep an existing customer than it is to find a new one. So, give your customer a voice, and you won't be traded away like an old Smartphone.