List top customers (the 20% who provide 80%).
Ask them what they don't like about us, what they wish we'd change or improve.
Questions:
-What are your expectations of us and how well are we meeting them?
-What have we done for you that has gone well and why?
-What has not gone well - what could we have done better?
-What else could we be doing better to help you and your business?
-What do you wish we'd do differently/better?
-What else can we do to improve things?
-What would you like to hear more from us about (topics of e-newsletter)?
-Would you like to subscribe to receive our e-newsletter?
-Are you aware that we can also....?
-What other needs do you have that we can't fill, but might know who can?
Give them some kind of simple score card.
Visit them to review the scorecard in person.
Get their honest thoughts on where we fall short, where we can improve.
Determine what we will do and how we will measure progress in improving.
Determine how we will continue to communicate.
Really listen, do not over promise, really follow through to over deliver.
Connecting candidly and thoroughly with customers will provide the best insights into how to make things better for them and us, to strengthen relationships, get more business, and increase overall value from our relationship.
After top customers, extend to all others.
Do the same in reverse with top suppliers.
After top suppliers, extend to others.
Always thank them for their business and their feedback.
(And thanks to Peter Davidson of BeConnected for "Six Questions to Ask Customers")
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