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Do You Know What Your Customers Think?

Customer feedback is important to help your business improve, but you may not be getting honest feedback.

Complaints Can Hurt Business

Dissatisfied customers have a tendency to share their experience with others. Satisfied customers may not be as free to share their opinions, simply because their experience was satisfactory, and almost not very memorable.

That is the rationale behind creating an experience for the customer so that they remember their visits to your business, and will be in a position to share good memories with others.

Unfortunately, it might not be possible to create a memorable experience for every customer. Some businesses achieve success by providing their products and services in a way that is simply excellent, but forgettable.

Picking up the dry cleaning could be an example of great, but forgettable, customer service. However, one simple misstep could prove to be unforgettable for that customer. And that could become widely discussed, pushing potential customers to other businesses.

Work for Unbiased Feedback

Some customers may be uncomfortable discussing their bad experience with you, even though you are the business owner who could actually do something to help. However, they may be perfectly comfortable discussing it with friends. Providing an email address or contact form on your web site could be one way to allow for feedback in a manner the customer is comfortable with.

You could also make it a standard practice to ask some customers to complete an email survey. Comment cards might also be useful for those who are not using email, for whatever reason. Using anonymous shoppers is another way to identify potential problems in your business.

The best way to know what customers are thinking is to ask them. Requesting their feedback in a variety of ways, and experiencing the transaction from the customer’s perspective, could increase the amount of feedback you receive.

Use that information to design the customer experience, and then you can be fairly confident that they will only hold positive thoughts about your business.


Michael Carr is a small business expert who has been involved in the successful development of three small businesses.