In our experience, many companies spend a lot of time guessing at what they think it will take to make the grade with customers.  Many also avoid asking their customers for unfiltered feedback.  Why?  It’s hard.  Plus it can sting, too.

However, without knowing the truth in customer relationships companies can struggle to uncover how customers really feel about them and what it will take to earn their ongoing commitment.  Here are 4 of the more common “blinders” of the truth:

Trap 1: My customers already tell me everything
While your company may be in contact with your customers frequently, there’s a good chance they are holding back on sharing how they really feel.  It could be they want to spare hurting the feelings of the people they talk to on a day-to-day basis.  Perhaps they are fed up and prefer not to engage, choosing the path of least resistance until they can switch to a competitor. Maybe they avoid conversation because they fear it will turn into a sales call versus an opportunity to share feedback with no strings attached. Regardless of the reason for lip service, it is likely they are telling other people how they really feel about working with your company - but not with you!

Trap 2: My people already know everything
Sales and service people on the frontline do talk with customers all the time, but is their job to be an objective 3rd party?  Are they really looking to uncover and report the truth back to the company - especially if it is negative? Or do they have reason to slant the feedback for the sake of self-preservation and avoiding blame?  Even when your people have the best intentions to have an open and objective conversation, they are likely to get defensive when feedback becomes critical.  It’s human nature.

Trap 3: I get all I need from surveys
Many companies rely solely on customer survey data and then guess at feelings or ignore them assuming they don’t have an impact on a pending near-term business transaction.  Unfortunately, this can often become a major source of harmful guessing games about why the results are the way they are.  For instance, if 88% of your customers “agree” or “strongly agree” that your company is responsive, does that mean they’ll stay?  Does it mean your customers will not be tempted to leave you for another competitor who can be just as responsive, and at a better price?  Does that tell you what you need to keep doing, or stop doing, to earn their ongoing commitment?  What does 88% really mean?  While measuring overall performance is a good way to monitor general trends in your business, is it really shedding light on the full story?

Trap 4: Our customers already love us
Perhaps one of the most harmful forms of guessing is banking on past positive customer feedback.  A customer that was happy when they first bought, or even as recent as a few months ago, doesn’t mean they are happy today.  Getting good feedback once is not enough.  Relying on dated feedback can provide a false sense of security and lead to complacent management of customer relationships.  Customers needs and feelings change, many times quickly.  Capturing feedback as a one-time event can lead to costly cycles of wasted time, effort and resources - all with no guarantee the customer will stay.

Why not know?
A good conversation between your customers and a 3rd party is more candid.  It shows you care about how customers really feel about their relationship with you.  Plus, it offers your customers the opportunity to talk openly with an unbiased 3rd party, creating a trustworthy exchange of information. We can help you get the story behind the story, but more importantly, the feedback required to provide A+ service.