Ask the Experts. Ask your Customers.

Every business owner knows that the customer is the expert. If you have a storefront, ask people while they’re in the store if they’re finding what they need. Ask if there is something they’d like you to carry that you don’t have. Ask if they have been treated properly.

If you are a service provider, send a survey and ask for feedback on the service they received. Ask if there is more you could have done, something you should not have done, etc.

Ask. Ask. Ask. Then, ACT. If 9 out of every 10 customers say they’d like "X", it would make sense to comply. If you’re going to ask, then you must be prepared to make it happen. Once your change is initiated, a phone call or email (depending on the number of customers you have) is an opportunity to say thank you for their input. Letting them know they were instrumental in improving your business will give them a sense of pride, even ownership - and that creates great customer relationships.