Customer who?

I’m continually blown away by the amount of companies out there both big and small, old and new that don’t talk with their customers, users or readers. Companies who make important business decisions based upon a whim with little more background than “well we think they’re going to approach us like this”. Guessing isn’t a strategy. Like it or not business today is about delivering the best product for the lowest price with the best customer service right away. How do you guess your way into any of those four criteria?