Do You Make These Mistakes When Looking for Customer Feedback?

So, you’re the president, CEO or an executive in your company.  You probably wonder now and again what your customers are thinking.  Maybe you’d like to know what your customers want…

I sure hope you do!  How else can you lead the company if you don’t have a clue about what your customers want and need?

How do you get this information from your clients?

Ask Marketing

Really?  When did they last speak to a customer?  Sure, they’ll have graphs and numbers but do they really connect with your customers?  Some do, but I wouldn’t count on it…

You could always…

Ask Sales

This is a little better.  Unfortunately, sales people usually talk at the customer.  You send them out there to sell, not to listen.  The great ones will listen but how many of them do you employ?

Let’s try again…

Ask Customer Service

Now we’re getting somewhere!  These are the people that you pay to listen to and help your customers every day.

You speak to Sales and Marketing every day; when is the last time you went to have a chat with the front-line?  This is really something you should do more often.

What else is there?

Why are all of these options mistakes?  What do they all have in common?  In all of these cases, you’re counting on second-hand information!

I know you’re busy; we all are.  I’m asking you to invest ten minutes to:

Take 10 minutes and make that call.  And, don’t let anyone tell you who to call either.  You want the truth, right?

You can call a customer:

• That has spent the most money;
• That has complained recently;
• That did, or did not, respond to your latest survey;
• Or, randomly.

What’s important is that you actually speak to them.

Do it once a week, or once a day.  Once you get into the habit, you may actually appreciate it.  I’m certain your customers will!

Cheers!

Eric

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photo credit: tylerdurden1