As a small business owner we have no excuses. The corporates perhaps do, but as the owner its your job to know what your customers are thinking and feeling. You possibly know each one by name. You’ll know them personally even if you never eyeball them and you’re doing business online.

Customer feedback does not need to be a number crunching, sterile set of data that tells you sod all. By being in touch, by asking the right question, you are in a great position to see what makes them happy and what enrages them. As a small business owner you can treat each of your top 20% of customers individually by building that intense relationship with them. If you don’t want too, you are simply in the wrong job! And, if you treat the top 20% right, they are the ones referring other great customers to you.

Word of mouth marketing is the cheapest, yet most effective form of marketing. Its impact is huge, its effect fundamental. Its interesting just how enjoyable the job becomes when people start seeing your credibility and reputation in a similar way to you.