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The objective of this study is to examine the reactions of employees when listening to the voice of the customer, a practice considered important in training employees in customer orientation. A qualitative study was carried out involving managers from different positions, which showed that listening to customers can be undertaken from three perspectives. Each perspective leads both to a different understanding of customer experience, and to different abilities to carry out specific actions meeting the needs of customers. These findings, analyzed through the lens of social perspective-taking theory, revealed several psycho-sociological mechanisms that underpin the act of listening to the voice of the customer. The paper concludes by elaborating managerial recommendations for companies wishing to develop customer orientation in their organization.