It’s because all too often the conversation goes something like this:
Account manager: “So how are things going? It would be good to get some feedback.”
Client: “Well, broadly, pretty good, but I think you need to pay attention to [insert criticism here]. We’re having trouble with your approach and I’m aware that at least one of your competitors handles it better.”
Account manager: “[delivers 5 minute justification of their approach]. I’m glad we got that sorted out.”
What’s the betting that the next time the account manager asks for feedback, the client won’t bother? And that the client will potentially open a conversation with the competitor?