Imagine for a second a ship with traditional sails navigating the open water. The captain and crew have total control over which direction the vessel heads in by using the sails and steering wheel. But what if these people do not know where they are going? Then even the nicest ship becomes more like a floating graveyard waiting to happen than anything else.
That is exactly what boat companies find themselves in when they are unable to secure high-quality customer feedback. They might have a fantastic line of products or operate incredibly efficiently, but without clear guidance on what they should be doing to grow, the company will find itself under water sooner than later.
The former CEO of PepsiCo, Indra Nooyi, summed this up: “The basics of business are to stay as close as possible to your customers—understand their behavior, their preferences, their purchasing patterns, etc.”
So how does a company do this? Below you will find a few tips and tricks from business experts to get high-quality customer feedback.