Understanding what customers want is neither easy nor obvious — but it is essential for all companies. In this guide, expert Laura Reese walks readers through the pitfalls and possibilities of customer interactions. Focusing on business-to-business fields, she demonstrates how to run face-to-face meetings that solicit valuable feedback and shares simple techniques for unlocking meaningful insights into a client's needs.

Laura Reese was a Project Planning Manager at Altera Corporation from 1996 to 2004. In that capacity she developed the protocol for the Altera Customer Advisory Board, whose meetings were used to align roadmaps between the firm's business development and their clients. Retired now, Laura lives in Italy.