Assuming that we understand what our clients want, need, and desire is dangerous. We need to look beyond our own point of view and understanding of the world and discover how others interpret it. That is why asking questions is vital to providing superior customer service and more importantly a memorable overall customer experience. When we take the time to ask people what is important to them, what they like, what they do not, what their challenges are and how they see the world, we gain greater understanding about how we can help them and how we can create influence through trust.