“The world breaks everyone and afterward many are strong in the broken places.” – Ernest Hemingway
Without a strong understanding of your customer your company will never reach its full potential, and most likely, won’t exist in ten years. The defining characteristic of a successful company – large or small – is a fundamental knowledge among employees of what its customers want and need.
Gaining such an understanding can be tricky. Should you put out surveys? Should you get the latest market data about your audience? Should you hire a full-time customer service rep to take the pulse of your client base? Well, that’s all good if you have the time and resources to do it, but what if you don’t?
Try asking them. There is often no better way of learning what a customer needs than by asking. Take the time to call up a long-time customer and invite him or her to lunch. Try to choose someone that you know is capable of being candid with you.
You only have to ask one question: What didn’t you like about our product or service?
It’s so simple it seems stupid, but don’t underestimate the power of a single customer to change the entire direction of your company. Negative feedback may tell you where to focus more of your energy when you’re developing a new product or service or where you need to rethink your strategy.
Don’t let negative feedback hurt your feelings – it’s the only way to improve.
So I welcome your true comments no matter how painful they can be.
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