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Ask clients for feedback
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September 12, 2000: 12:59 p.m. ET
Use a questionnaire or advisory group to get customers' views of your company
By Jane Applegate
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NEW YORK (CNNfn) - Dear Jane: We seem to be losing good customers, but I'm not sure why. No one ever complains to me, they just disappear. What can I do?
Most people are reluctant to complain about poor service and just take their business elsewhere. That's why you have to be proactive in asking your customers to tell you what they like -- and don't like -- about doing business with your company.
Try this technique, which often is used by good hotels. If you run a retail store, create a simple, multiple-choice survey on a post card and ask people to fill it out while they are standing at the counter waiting for their purchase to be rung up. Offer them a crisp dollar bill when they hand you the card.
If you don't see your customers, send the survey via snail mail or e-mail and offer them a discount on their next purchase, a gift certificate, movie passes or something else for their time.
You also may want to establish an informal advisory board made up of your best customers or clients. Invite about five or six people to join you for breakfast at a convenient location. Tell them you really value their opinion and ask them pointed questions aimed at finding out what's right and wrong when it comes to doing business with you.
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