Look Back to Move Forward

Setting up a mechanism for consistent feedback from your customers is a critical element of sustainable success. 

It’s definitely the time of year to be reflective and contemplate what you could have done differently, should be doing better, and would like to be doing hereafter. In the spirit of such soul-searching times, I thought I would relate a recent experience I had with a prospective client whose success relies on repeat and referral business.

During the course of our conversation about how to increase sales, I suggested that Bob (not his real name) could build his business by implementing a follow-up survey of no more than 5 questions delivered electronically to customers shortly after their experience in his shop. Bob thought that would be a huge imposition to his customers. I suggested he ask his customers at the point of sale if they would be willing to participate, assuring them that the survey was very short. Again, he rebuffed my suggestion, believing his customers would never go for it.

Finally, I asked Bob if he felt it was an imposition whenever he was asked for feedback as a customer. He thought about this and said, “If I don’t care about the company, then yeah, I guess, I don’t really want to be bothered filling out a survey.” “So,” I said, “is this how you think your customers feel about you and your business?” I knew the wheels were turning then, and why Bob was so resistant to the idea of asking customers for feedback wasn’t about his customers’ feelings, but his own fear. And, I think he realized it, too.

What if the worst thing happened and none of his customers was willing to participate? Or, what if he got negative comments back? Either way, his customers would be telling him something he really needs to know, and that’s the key—knowledge. If you don’t know what’s preventing your customers from doing more business with you, how can you overcome it? Like any one will tell you, the first step to solving a problem is admitting you have one and this is no different in business.

Setting up a mechanism for consistent feedback from your customers is a critical element of sustainable success. The trick is in asking the right questions in the right way via the best system for your customers and your business.

For more information or to determine the feedback mechanisms and processes that are right for you and your customers, contact me today.