Smart and irrelevant

I work in IT. Information Technology in my company has recently been trying to become more engaged with its customers, focusing on providing better service, that sort of thing. Basically, IT has finally figured out what the rest of the world has known for a long time: customers are the reason we exist. If we're not customer-focused, we will become irrelevant (if we aren't already).

So why is it so hard for my team to understand that we need to listen to our customers and actually GIVE THEM WHAT THEY WANT?

Some members of my team believe that customers are too stupid to know what they want. They think we're much smarter than our customers and we can completely ignore what they want. After all, we give them what they NEED. They should be thanking us!

I bet Blockbuster believes they're giving customers what they NEED too. Their impending bankruptcy couldn't possibly be because they've failed to deliver products and services that their customers WANT, could it? And it certainly couldn't be because clever competitors like Netflix and Redbox, not to mention video-on-demand services, give customers exactly what they want (when they want it), thus rendering Blockbuster completely irrelevant.

I'm sure that will never happen to us. (We think) we're too smart.