How hard is it to engage your customers in a conversation? For some businesses, it is easy. And for many, it seems to be quite challenging. But why? Is it the desire to be more efficient? Hit a growth target? Achieve arbitrary metrics that may or may not impact the quality of the service we provide? Or have we've become too focused on the internal workings of the business that we've lost sight of the fact without customers, we don't have a business?