Ever noticed how large businesses and corporations are constantly asking customers and clients for feedback? From suggestion boxes to “tell us how we’re doing”—successful businesses actually WANT to know what their constituents think of the job they are doing. Many business owners will tell you that some of their most innovative ideas and grand solutions (not to mention new product lines and services) have come from customer complaints and ideas. So, how can you, as a small, home business owner gather suggestions from your customers and clients?
Actually, as a small business, you should be closer to your customers and clients than those large corporations, and it should be easier to access that feedback. You just need to start by asking for it, and making sure that you learn how to take criticism well. Not all the feedback will be positive (but it won’t be all negative either.) Having some way to collect and keep this information and thinking of ways to work through and utilize feedback are all parts of the process too. The first, and most important step, is to create an environment and culture where customers feel comfortable sharing their comments and feedback and they KNOW that you will listen, take things seriously, and incorporate feedback when appropriate.
If you have a Web site, or send out marketing materials (or materials with product), you can formally ask for suggestions and provide the form or e-mail address to make it even easier for people to share their ideas. Some businesses choose to do a “drive” and solicit feedback once or twice a year—with a customer survey or feedback form. A survey is particularly helpful if you have specific information you want to gather about current or possible products or services—or get a better understanding of your customer demographic.
Remember that gathering the suggestions and feedback is only half the battle, you’ll need to find a way to productively use the information and show customers you appreciate their feedback—this way you’ll continue to feel connected with your customers and clients.
See Also: Business Really is Personal