You’ve probably heard a million times that there is no one as valuable as that customer that loves your business.
The experts will tell you these customers must be cherished so that they become wonderful advocates for your products and services.
That’s all true, but there’s a little problem with this – the customers that love you cannot make you better.
Being able to find and talk to the customers or clients who decided against buying your product or services, or tried it and didn’t like it, is perhaps even more valuable than finding those passionate brand advocates.
These critics can tell you where your product and service needs improvement, why your offer is not quite spot on, or where you can improve your branding.
Collecting their feedback – through surveys, direct contact or any other means you can think of – is something you should invest real time and effort into.
So the next time you hear of a customer moving on, make sure you’re on the phone to find out the reasons. You might not convince them to stay, but you’ll get some intelligence that will ensure you keep and win customers down the track.
Get it done – today!
Andrew Sadauskas is a former journalist at SmartCompany and a former editor of TechCompany.
