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One of The 8 Questions I ask about web design projects for small businesses talks about what you can do for your customers with a website. Of course, you know some of what you can do for them because you interact with them already. But, you don’t know everything there is to know. And, some of what you think you know is probably wrong. (Yep, I said it. I bet you’ve got a few misconceptions or assumptions rolling around in there.)

I mentioned previously that you should ask your customers what they would want from your website. Seems like a no-brainer, I know. Let’s be honest, how many of you would have really thought, “I’ll just ask them?” (Let’s see a show of hands.)

In keeping with the promotion of people who are smarter than me, let’s see what other people say about soliciting customer feedback. Sure, this has to do with Starbucks. Yes, I know you don’t sell coffee.

Now, for all 1 of you that clicked on that link and read it (thanks, Mom), who felt an initial pang of fear at the thought of opening yourself up to the arrows of customers like that?

Sure, asking your customers to tell you what they really think about how your company is doing (or could be doing) for them, is scary. But, there is no better, cheaper, more direct or effective way to get the information.

Do it. Be brave. Swallow your pride. Embrace the fear. You will probably find yourself going through the gamut of emotions through the process, but it will make you feel awesome and be a better, more focused and responsive business person.

Don’t be surprised if you get complaints, praise, rejection, heartfelt commendation, disdain or anger. In doing so, you will find yourself thinking things like …

• “Ouch, did we really do that?”
• “Holy cow! That is an awesome idea. Why didn’t I think of that?”
• “I could easily fix that so it never happens that way again.”
• “That’s pure genius.”
• “I could make an extra $1,000.00 a week if I did that.”
• “I’m a genius.”

One final thought … Nothing (NOTHING!) says, “You are important to me” like humbly asking and accepting the answers to, “How are we doing and what can we do better for you?”

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What are your thoughts? Post a comment and let's talk.

Do you have questions about what how you can leverage the Internet to improve your customer experience and boost your company's performance? Just ask.