What Would Be a Reason Why Companies Often Fail to Assess

What would be a reason why companies often fail to assess the needs of a customer?

A) product developers tend to be strong believers in the value of the products that they are developing
B) product developers often fail to gather information about customer needs because they often underestimate what they already know
C) all customer needs can be discovered by talking to customers
D) developers often know which customers to ask about their needs