Yes, you MUST listen to your customer.  Listen closely and try to understand what motivates them to say what they say and do what they do.  You must listen and interrupt what you hear and put that into action.

Build new stuff and see if that changes what they say.

The process of Build, Measure, Learn requires three levels of listening.

• Level 1 listening is what they say with their words.
• Level 2 listening is what they say with their actions.
• Level 3 listening is what they say with their wallet.