That's an example of a return customer. More efficient, targeted services. By asking people what they want and giving it to them, you will target your resources on the real needs in the community, and perhaps discontinue services that are no longer needed or in great demand. It stands to reason that happier customers who return will also refer people to you. All of this translates into more income for your organization.
Good marketing is good mission.
Good marketing brings about good mission results. I think you need to be market oriented, flexible and adaptable to rapidly changing circumstances. As a professional, you have probably been well trained in doing diagnoses or needs assessments. And, you therefore know what people need . But that is often not what they want, and, in marketing, wants win, every time .