Is this video on advertising-customer break up also true for technical communication?

Brian Solis, Principal of FutureWorks PR and New Media agency in Silicon Valley, has posted a blog on the need for organisations to listen directly to the needs of the customer.

Solis states:

"You can’t manage a relationship, you need to be a part of it, fully engaged...

...If a conversation takes place online and you’re not there to hear or see it, did it actually happen?

The customer comes first, and if we fuse sociology, social media, customer service, relationship marketing, experiential marketing, and traditional marketing, we’re creating a new formula for outbound influence and fueling a new generation of brand ambassadors and loyalists."

Is this also true for technical communication?