Do Customers Want to Talk?

The short answer - yes. It's not about whether they talk but whether or not your company wants to really listen. If you want to hear what your customers have to say, you must be in listening mode. That means you must have a process to listen to them. A customer survey doesn't listen and therefore will not qualify as a "process to listen." Sit down with your clients and ask them two questions: "What must we do or not do to make sure you are completely thrilled with our services?" Then sit back and let them talk while you write down everything they say (a visual sign of respect and also shows you are serious). When they have finished talking, ask them "What other issues are you grappling with lately?"

The general idea is to not put yourself out there for a flogging. Put yourself out there as a trusted advisor who seeks and listens to your customers' opinions. Try it and let me know.