Why Small Business Owners Don't Ask for Feedback from Customers
To find out, you need to ASK them. But I've found that many small business owners don't make this a priority, for three main reasons.
1. They just haven't thought about it. They don't realize how important it is to ASK - and what they'll learn.
2. They're afraid of what they'll find out if they DO ask. That's understandable. The only kind of feedback many of them have ever gotten is when customers complain, so they may be afraid that's all they'll hear. But if they don't get at the truth, they risk losing customers, which is very costly to a business.
Research from SCORE shows that for every customer who bothers to complain, there are 26 others who say nothing. The good news is that if you make an effort to remedy a customer's complaints, between 82% and 95% will stay with you. Think about that for a minute. What money is your business losing by NOT finding out what the problems are and fixing them?
And in doing a customer feedback survey, you'll find out what you're doing well that they want you to continue doing. You may have blind spots about your strengths as well as areas for improvement.
3. Some small business owners think doing customer feedback surveys is too hard and complicated. Maybe you don't know what kinds of questions to ask or how to set one up. But it can be easy, fast and automated with survey software that's available today. Some programs even have done-for-you templates for surveys - like customer feedback, employee opinion and even individual performance - that make it easy for you to ask customers for their input.
The sooner you start asking your customers for their input, the quicker you can make changes to your business that attract and keep customers for the long-term.
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