Ask, Then Act!
Ask your customers what they want, what they like and don't like. Include customer surveys on your Web site, at point-of-sale and in package inserts. You'll likely get extreme feedback from customers who either love you or hate you. Customers who are mildly satisfied are not as motivated to speak their minds. But only ask if you're prepared to deal with the responses. Turning a deaf ear to a problem is the kiss of death. Customers expect you to take action when they complain, especially if you initiated the dialog. Use feedback from your surveys to make improvements to your product or service. Customers love it when you listen to them!
—Lisa Bell, president and chief creative officer, Tivoli Partners
(from "Customer Retention 101: Are you making the grade?")