In an era in which companies and consumers communicate continuously, knowing how to listen has become one of the central themes of the present. But listening does not necessarily mean understanding, and above all it does not mean always being right. All brands collect enormous amounts of data and feedback, but often struggle to grasp what really moves people: emotions, frustrations, expectations and small daily signals that rarely end up in a report. It is precisely in this space between technology, behavior and human relationships that Massimiliano Dona’s work fits.
Lawyer, journalist and President of the National Consumers Union, Massimiliano Dona has been observing the relationship between companies and citizens for years, transforming complex issues into tools for reading the present. In his latest book, The customer is not always right but it pays to listen to him (ROI editions), goes through symbolic cases of the contemporary world – from Blockbuster to LEGO, from Kodak to Netflix – to tell how it is often the emotions of consumers, even more than their words, that determine the success or failure of a company.
Massimiliano Dona is the new guest of Il Potere del Dialogo, QuiFinanza’s video interview column.
