What do your customers think of your business? No, really – do you know? Have you asked? Have you even talked to them recently – or ever?
You may be terrified at the notion of soliciting customer feedback. Asking customers what they think of your products and services is basically an act of cold-call torture. You may hear great things like “we love it!” and “keep it up!” But, when giving customers a venue or direct channel to talk, you also may be on the receiving end of a litany of things you’re supposedly doing wrong, and/or an unending barrage of complaints.
But finding out what customers think – straight from the horse’s mouth, so to speak – is invaluable knowledge for your business. Listening to their feedback and implementing change based on what they say can also go a long way toward developing loyalty and customer lifetime value.
A few years ago, I worked under a kickass and driven marketer who constantly strove – obsessively, even – to listen to the customer voice. She frequently set up calls and scheduled small group meetings in order to hear from them directly. Without knowing what they need or think, she rationalized, how can we do our job?
So, today I want to give you some suggestions on how best to solicit that needed feedback – how you can talk to customers strategically and glean their wisdom.
Each of the three options below can be helpful for your business. Choose which to use depending on your bandwidth for running the program as well as weeding through the results.