Your customers will give the best business advice

Taking notice of what your customers think about your business has never been more important, because of how competitive the marketplace has become.

And whether you’re aware of it or not, customers are already communicating about your brand via social media and other channels.


I believe it’s best practice to leverage customer feedback, for innovation, research and development. You’ll be pleased to know that customers will only be too happy to tell you exactly what they think of your business, especially if they are casting a critical eye on how you deliver your services.

Whether you’re eager to hear it or feeling wary about the potential for negative feedback, I guarantee the process will be genuinely valuable.

Questions you might ask them include:

  • Why do you choose to buy from us?
  • What value do you get from us?
  • What do you like or dislike about us?
  • What other items/services would you buy from us in the future?

This isn’t necessarily market research, because you are having a conversation with them. It is qualitative research not quantitative, so you’ll need to take a more analytical approach in form of surveys, questionnaires, feedback text messages and so on, if you are seeking quantitative data.

Reaping the benefits

Truly listening to your customers will take your business to a level that makes it worth the effort. You will find out what the value of your business really is to your customers and what you are actually selling them: are you selling a candle, or does your customer see it as buying home comfort and serenity after a long day?

Understanding your customers will help you better understand how to show your appreciation for them – and keep them coming back for more. These are essential for the good customer-company relationships that keep you successful:

  • Customer service: Good service is better than a rushed service.
  • VIP treatment: Make your customers feel special.
  • Feedback: Your customer’s feedback can help your business become innovative.
  • Tell them a story: sales pitches are dull, whereas stories are emotionally fulfilling.
  • Surprise: the unexpected prompts people to share their experiences with friends and family; word of mouth is powerful in business.

Matt Levington – profile

Along with Rod Davies, Matt Levington set up Business Doctors in 2004 to provide SMEs with access to high-calibre support. Now in its 11th year, there are currently 45 certified Business Doctors operating across many regions of the UK.

Breaking Big: The Business Doctors’ No-Nonsense Guide To Achieving Breakthrough Growth For Your Business is available from all major book retailers.

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