Sage business advice from Blue Oyster Cult. You shouldn’t fear the customer. If you separate the process of gathering customer feedback from the emotions bound up with any complaints you receive then life gets an awful lot easier. Look at the advantages of soliciting feedback from all your customers.

Customer feedback is:

– a major opportunity which can be systematically used to improve your business, boosting the bottom line

– a signpost pointing the way for you to reduce errors, increase quality, strengthen bonds with customers and create expanded growth and profitability

– speedy and continuous market research that’s also free

– a catalyst which allows you to win over unhappy customers and turn happy customers into advocates

So stop thinking that seeking feedback is about assigning blame. Start thinking about what you could do if every one of your customers told you how they felt. Then set about improving your processes and differentiating your business through service.