Empower the Customer
When you solicit feedback from your customers, you're giving them power: the power to affect changes to your product or service, and the power to redefine your relationship. Customers like feeling in control.
In reality, it's just the opposite.
By asking for all this honesty and insight, you're subtly taking control. You can fix what needs to be fixed. It's a proactive versus reactive strategy. You're the valiant knight who rides in on the white horse and makes it all better. A noble mission, indeed. But if you don't use the information gleaned to make improvements, you've dropped the ball. Don't ask customers what they want and then go about your business as usual. Take action to address their concerns.
—Lisa Bell, president and chief creative officer, Tivoli Partners,
a Charlotte-based agency specializing in direct response marketing