The fastest way to lose sight of your business is to stop listening to your customers. What you think is happening inside your company and what your customers actually experience might be two completely different things. If you're not actively checking in, you risk making decisions based on assumptions rather than reality.
How to Check In with Customers (Without Another Boring Survey)
Traditional surveys often go unanswered or deliver surface-level responses. Instead of sending another automated form, try a more personal approach:
Engage on social media: Responding to comments and connecting with your clients on social media through direct messages, shares, and interactive posts fosters engagement and strengthens your relationships.
Send a personalized email: Keep it short, direct, and conversational—something they’ll actually want to reply to.
Use voice notes or video messages: Tools like Loom or even a quick voice memo add a personal touch that stands out.
Leverage casual check-ins: If you see a customer engaging with your content online, use it as an opportunity to ask for their feedback.
The Two Questions That Matter Most
When reaching out, you don’t need an exhaustive list of questions, just two that get straight to the point:
What’s the one thing we do that you love? This highlights your strengths and what keeps customers coming back.
If you could change one thing, what would it be? This pinpoints areas of improvement without overwhelming them with options.
Turning Feedback Into Fast, High-Impact Improvements
Once you gather feedback, don’t let it sit in a document. Here’s how to make it count:
Look for patterns: If multiple customers mention the same challenge, it’s a sign you need to address it.
Act quickly on small wins: Some feedback may require long-term changes, but others, like tweaking a process or improving communication, can be done immediately.
Close the loop: Let customers know when you’ve implemented their feedback. This builds trust and makes them feel heard.
Take the Challenge
This month, reach out to five customers (past or present) and ask them the two questions above. Whether they rave about something unexpected or reveal a blind spot, their insights will help you build a stronger, more customer-focused business.
About the Author
Mike Edwards
LinkedIn
Mike Edwards is a seasoned business and executive coach, as well as a Convene Chair, with decades of experience in owning and operating successful service and retail businesses across Florida. Since 1990, Mike has consulted with companies of all sizes—working with renowned brands such as Coca-Cola, PepsiCo, Cadbury, Marvel Entertainment, and The Walt Disney Company.
Today, Mike specializes in guiding executives and business owners through personalized strategies that drive growth, leadership, and lasting success. His passion lies in helping leaders create more profitable businesses, stronger teams, and greater work-life balance through intentional planning and actionable insights.