"At the end of every interaction--whether positive or negative--we ask our clients if there's anything else they wish we did better," says Passport co-founder and COO Aaron Schwartz. The question shows the underlying importance of getting actionable feedback.
"At this point, the customer is given free rein to say, 'You know, I wish you did X,'" Schwartz explains. Often, you can deliver that ask and impress your customer. "And when you can't, you learn something you can improve on for all future interactions," he adds.