On one occasion I walked around a hospital with the chief executive and realised that he was so removed and remote from what was happening to patients that it seemed to be one of the few times he had actually been on the ward floor meeting them. I know from experience that a customer coming up and practically grabbing one by the lapels and stating that they hate the way one does things and asking why one does them has a much bigger impact than reading a report which states that X number of patients are concerned about something.