The Importance of Listening to Your Customers

Customers can be your company’s biggest fans and toughest critics — both of which are incredibly vital to your business. Without fans, your business can’t grow, and without critics, or without listening to your critics, your business may never improve. That’s why listening to your customers is crucial to a successful business.

Customers Are Data

Your customers can provide the most insightful data on the quality of your products or services. They shine a light on the areas where you are succeeding and where your efforts fall short. Take the AG app for example. President of AvantGuard, Justin Bailey said, “Before we began building the app, we reached out to our customers and asked them what they liked about their existing account management tools, and what they’d like to have.”

AG continues receiving feedback and updating the AG App to improve the user experience. Remember, not all feedback is going to be positive, but that’s a good thing. Negative feedback or criticisms ultimately provide opportunity for you to strengthen your product.

Keep Your Customers

Keeping your customers and reducing customer churn is ultimately more cost effective than seeking out and signing new clients and customers (but you should do that also). Don’t think that once your customer has signed that your duties to continue to provide amazing customer service ceases. According to SuperOffice, 86% of customers will pay more for a better customer experience. This works in two ways: if you listen to your customers and provide stellar service, customers will pay more to be a part of the experience. On the flip side, if you don’t follow through on excellent service, most customers won’t think twice about leaving for a better experience.

Creating Evangelists

One of the most powerful tools any business can have is word of mouth marketing, and evangelists for your brand, also known as brand ambassadors, can spearhead this movement. When a customer experience is amazing, they spread the word. They share with their friends, family and colleagues. You can essentially create your own boots-on-the-ground marketing team just by listening to your customers and providing them with what they want.

Don’t Forget About Your Employees

Your customers are a great source of data, but listening to your employees is equally as important. Listening to your employees builds trust within an organization, reduces turnover and increases employee retention. You never know, one of your employees may just have a “million dollar idea” if you listen.

Building a Company on Feedback

Listening can be one of the most important tools in the business world. When you build a business, product or service based on the feedback of your customers and employees, you have a much better chance at creating something that is inclusive that your customers are willing to rave about.