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Get to Know Your Customers Because Your Customers Know
 Customers represent a company's best advisors — and its final authority. Their observations and insights are invaluable; their feedback is critical.
But all too often, the only time a business gathers information about its customers is when they switch to a competitor.
Too many companies don’t have a follow-up customer service system that routinely asks its customers, “How did we do, and how could we do it better?”
Following are strategies you can use to reconnect with your customers and begin reaping the benefit of their wisdom.
Embrace the Belief That Customers Possess Good Ideas
Customers have fresh eyes and provide a unique perspective.
You spend a third of your life at your business, your customers don’t. Because of all your day-to-day business routines, you’ve probably developed a few blind spots. Not so with your customers. Their antennae are out. They are sizing you up, evaluating, assessing and judging.
You shouldn’t be too surprised. You do the same thing when you’re a customer.
Your clients know what they like and dislike about doing business with you and, if you ask them, they’ll probably tell you.
Gather Customer Feedback at Every Opportunity
Give customers multiple opportunities to let you know how you are doing. Avoid the trap of thinking that your customers are too busy to provide insights into your business. If they are too busy, they’ll politely decline your request.
Ask for Help
Generally, people are open and willing to help, especially if asked. So, ask past or current customers if they'd be willing to help you by answering a few questions.
Actively Solicit Positive and Negative Feedback
When asking customers about what your company did that worked, also be sure to ask them for suggestions on how you might improve your process, product or service.
Protect Your Resources
You don’t have to devote too much time or spend too much money to obtain useful feedback from your customers. Just ask them, be consistent and listen.
Make It Easy for Customers to Provide Feedback
Make it convenient for your customers, not for you, to provide feedback.
For example, several hours after eating my favorite home-delivery pizza, the restaurant sent me a fax asking for my feedback. The company asked just five simple questions. To respond, all I had to do was check the appropriate box in the survey and fax it back. The entire transaction took about three minutes.
Once You Have Customer Feedback, Act on It
It’s tough to keep your eye on the ball if you spend your days with your nose to the grindstone. Your customers can direct your efforts toward constant improvement, increased revenues and more profit.
When you gather your customers' feedback, use it to promote innovative change in your company.
Dennis DuRoff is a business coach, speaker and author whose clients include builders and remodelers. He also offers a low-cost, turnkey newsletter program that helps builders and remodelers stay in touch with prospective customers and past clients and maximize referrals and increase sales. For more information, e-mail DuRoff, call him at 206-722-6067 or visit www.thebuildersnewsletter.com.
 NAHB Has Nearly 300 Resources to Help You Run Your Business More Profitably
Go to NAHB's Business Management Tools Web pages (available to members only) for instant access to nearly 300 timesaving, moneymaking and cost-cutting business resources to help you run your business more profitably. Get guidance on accounting and financial management, business strategy, computers and information technology, customer service, human resources and more.
Resources are added weekly, so bookmark www.nahb.org/Biztools to go directly to these vital business management resources.
 ‘Customer Service for Home Builders’ Available at BuilderBooks.com
“Customer Service for Home Builders,” available through BuilderBooks.com, provides the tools need to add new life to a customer service program.
The publication includes forms, checklists, documents and a resource guide.
To view or purchase this publication online, click here, or call 800-223-2665.
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