You are now in the business of finding products for your customers, rather than simply finding customers for your products. Note that when you don't approach your business this way, you run a very real risk of becoming a product that other companies find for their customers. Dialogue creates data. Data leads to knowledge. Knowledge fosters loyalty.
Loyalty is profit.
Yes, it always helps to improve customer service. But you could work hard to polish your service delivery across the board and still lose a customer to a competitor. After all, there is nothing you can do to stop your competitor from also offering top-notch service. And when you and your competitor both offer excellent quality product and service, at a fair price, quality itself becomes a commodity. Necessary, but no longer an advantage.