Don't Forget to Ask: Improving Business Intelligence with Managed Customer Feedback

3/20/2006

Do you know what your customers think, what they want and need, and how you can better serve them?

How do you measure the quality of your customer service and your business relationships?

The best way to find these answers is to ask questions. As simple as this advice sounds, very few small and mid-size businesses spend the time and effort to ask customers, vendors, or employees for constructive feedback. Too many owners and manager see surveys -- formal or informal -- as a time consuming process that produces many numbers but too few insights. This perception, while often correct, underestimates the potential benefits of a well-designed and executed feedback process.

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