Listening To Customers To Power Product Innovation

Forbes

14-05-2025

Maile Keone, CEO of Listen Technologies, turns ideas into action as a leader in assistive listening & communications.
Early in my career, I went to a customer feedback session at a big performing arts center. An older man with a hearing aid came up to me and said, 'I just want to sit down, push a button and hear the show.' He told me that using different listening devices at different places was so confusing that he often skipped going to theaters. That moment really stayed with me.
This interaction underscored a fundamental truth in any assistive technology industry: It's only as effective as its ability to meet customer needs. For my company, that means developing products that are technologically advanced, as well as intuitive and easy to use. Over the years, customer feedback like this has directly influenced our product design and innovation strategy.
Let's explore how being customer-centric can drive innovation and amplify your ability to meet customer needs:
In the assistive listening and communication industry, the customer experience isn't just about sound quality—it's about accessibility and ease of use. We've learned that the two biggest concerns for customers are:
• How do I connect?
• How good is the audio quality?
Our end users are often older and may have hearing aids with varying levels of compatibility. This makes it critical for our systems to be simple and consistent.
When we were developing a Wi-Fi audio streaming service, we heard from universities that students and staff were having a hard time connecting—especially when there were hundreds of channels to sort through. So, we simplified the app interface, boosted signal strength for larger spaces and added a beacon to auto-trigger content. That kind of feedback was key to shaping the product and making sure it actually worked for higher ed.
Another example: Users told us they wanted a solution that allowed them to stream audio directly to their hearing devices without needing additional hardware or a complicated setup. Broadcast audio technology we developed now allows us to deliver audio directly to compatible hearing aids, earbuds or our very own dedicated receiver, making the experience effortless for the end user.
The key to being customer-centric is not just gathering feedback—it's acting on it and making customer feedback part of your product development cycle.
One example of real-time customer feedback in action came when we asked theater owners to show us the biggest issue with our products. Without hesitation, they dropped a receiver from a seat—and we watched as the batteries rolled all the way down the sloped floor, right through the rows. It was clear. We tightened up the battery enclosure immediately.
Being customer-focused doesn't stop once a product is launched. It's an ongoing cycle of listening, learning and adjusting. Feedback isn't just about collecting opinions—it's about asking the right questions and paying attention to what's really being said.
I recommend staying in close contact with partners, venues, staff and end users to find out what's working and what's not. That means going beyond surface-level comments and getting to the root of the issue. If someone says, 'It's hard to connect,' that could mean anything from a clunky app interface to weak signal strength—or even unclear instructions from staff. The key is understanding why they're having the problem so you can solve the right thing, not just the most obvious one. We do this through regular check-ins, structured surveys and, importantly, through real conversations in the field. Some of the most useful insights come from those informal chats that weren't even planned.
To us, being truly customer-centric means hearing what people say, understanding what they mean and being willing to adapt based on what we learn. That mindset is what drives meaningful improvements—and builds stronger relationships with the people who count on our solutions.
In closing, listening to customers isn't just about making better products—it's about building trust. When people feel heard, they're more likely to stay engaged, share feedback and recommend what you do. And when you make it easier for them to share, you're not just improving your technology; you're making spaces more accessible and inclusive.
The takeaway for any business is simple: Real innovation starts with listening. Stay close to your customers, respond with intention and you'll be able to build solutions that matter.
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