5 Tips on Getting to Know Your Customers

Determine what you need to know. For example, what do they like or dislike about your product or service? How do they feel about the way your company handles complaints? Are they repeat customers? Why or why not?

Use one or more survey methods to measure customer satisfaction, such as direct mail, telephone calls, or focus groups (groups of 6-10 people who share their ideas about your product or service).

Hire an outside market research firm to develop questions and interpret findings, unless you have an experienced person in-house.

Have employees keep ongoing written records of customer compliments and complaints. Review these at staff meetings.

Once you know what your customers want, make the adjustments and improvements necessary to keep them coming back.