Your customers have the potential to serve as your very own research and development (R&D) department. In fact, they're doing this exact thing every time they leave a review of your business or share thoughts on a comment card. Their feedback provides insights about customer wants and needs that can help you improve your small business, implement new strategies, and even develop new products and services.
With a strategic combination of pre- and post-purchase surveys, online ratings and reviews, and online brand monitoring, small businesses can actively collect feedback and use it to grow sales and improve their operations.
The key to successfully leveraging customer feedback is to have the organizational mindset that views "failure" - for example, mishandling a customer service issue or introducing a new product that just does not meet customers’ expectations - as an exciting opportunity to do better the next time. Make it a point to collect customer feedback in a way that you can review it regularly to look for patterns or suggestions that can be useful to your business.