Connecting decision makers to a dynamic network of information, people and ideas, Bloomberg quickly and accurately delivers business and financial information, news and insight around the world.
+1 212 318 2000
Europe, Middle East, & Africa
+44 20 7330 7500
+65 6212 1000
There are many methods you can use to gauge customer opinions about your business—such as asking about the quality of your products, services, or processes, the benefits you offer, your pricing compared to competitors’ offerings, etc. However, customers sometimes cannot tell you important information you really need to know in order to continually improve your business.
Feedback, while always important to collect, can be incomplete and sometimes confusing. An approach that can help is to examine your business from the point of view of your customer. Look beyond reactions to a specific product or service and find out instead about the entire experience a consumer has with your business—from the point of entry to the browsing/ordering process, customer service, and all the steps through which customers proceed to the purchase and use of your products or services. Shifting perspective to that of your customer enables you to see the business from an entirely different viewpoint. Some firms employ mystery shoppers to pose as customers and describe their experiences. Owners and employees can do this as well, by navigating the business from start to finish, observing what works well and what falls short, and remedying the problems as they arise.
Lisa Gundry, Ph.D.
Professor of Management
Director, the Center for Creativity & Innovation
Want to improve the way you run your business? Entrepreneurs, academics, and consultants from diverse industries offer practical advice on a variety of topics each business day.
To submit a tip for consideration, first check our archive of previous tips to make sure you're not repeating a tip someone has already contributed. Then send the tip to Small Business channel contributor Michelle Dammon Loyalka. Because of the volume of material she receives, she may not respond to each individual.