10 Ways to Get Customer Feedback
 By Alex R. Merriman

Are your customers satisfied with your product or services? Do you know what they want? Are they being treated well by your employees?

If you’re not asking customers these questions, you may not know for sure. In fact, you could be missing out on a wealth of information you can use to build and improve your small business.

Soliciting customer feedback doesn’t have to be complicated. You don’t need to employ sophisticated market research techniques. And you don’t have to spend a bundle.

You can invest anywhere from nothing more than your time to just a few dollars and still garner valuable responses.

Give these strategies for getting customer feedback a try. You may be surprised at what you find out.

1. Talk to your customers
Take the direct approach. One of the best ways to find out what your customers want is to simply ask them.

Put a few key questions into your customer care routine. What do they like about your place of business? How would they rate your product or service? Why did they choose your business instead of your competitor’s? In addition to getting the feedback you need, you’re also developing personal relationships with your customers.

2. Ask your employees
Your employees are on the front lines working with your customers. That makes them one of your most reliable sources of feedback. Ask your staff to provide you with information about their interactions with customers—especially any comments or complaints.

3. Hang up signs
Place highly visible signs in your place of business that say “Tell us how we’re doing.” Many people will welcome the invitation to provide either negative or positive feedback on the spot.

4. Have a follow-up routine
Touch base with your customers post-sale and ask how your product or service is working out for them. If they’re not satisfied, do something about it.

5. Give out comment cards
Slip a simple postcard in your customer’s bag or include one in shipments. Make sure it is self-addressed and postage paid to maximize the response rate. Customers will be more apt to fill it out and return it to you if it won’t cost them anything.

6. Stay in contact
Acknowledge your customers on birthdays and holidays with greeting cards. Send them customer appreciation gifts on their anniversary of doing business with you. Gifts can be as simple as a savings coupon.
Update customers when you have a new product or service to offer. When you reach out and touch them, they may respond with valuable input for you.

7. Track sales and returns
Do you have several repeat clients? Is a particular product returned to the store for a refund more often than others?
Monitoring these types of issues can provide you with valuable information regarding your customers and their satisfaction with your products or services.

8. Ask customers to participate in surveys
Surveys and questionnaires are a time-tested method of gathering important customer feedback. Now they’re easier than ever to implement.
Consider online surveys you set up, personalize for your needs and then e-mail to your clientele for response. Check out Survey Monkey or Zoomerang for some options.

9. Invite feedback on your Web site
Make it easy for customers to comment on your products and services through your Web site. Ask for input either through an online form or via e-mail. Always respond to feedback promptly with at least a thank you message.

10. Encourage customers to provide online ratings
Many Web sites now offer places where users can rate and comment on businesses and services. This isn’t limited to just the big guys either. Sites such as Yahoo! Local invite consumers to comment on local businesses. Feedback appears right along with the business name and address in the listings.

(Posted June 2007)

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