How was your meal?

I had a fantastic couple of meetings this week, and as we sat there talking about all things marketing, I was struck with a couple of gems which I thought would make good blog posts.

It highlights just how important it is to keep having conversations and asking good questions. The well of ideas can dry up at any time, but the world is full of people who can inspire you if you just take the time to listen to them.

In one of my meetings, we came onto the subject of customer feedback. Now lots of companies send out survey cards - we certainly do at Merchandise Mania, because unless we're scoring five out of five in every area of the customer experience, we know that there is room for improvement.

Now the survey card is great, and you've probably filled out one or two in your own time too. I know that I see them in hotels, for example, but the truth is that I only feel compelled to fill them out if the service has been either very good or very bad. If everything was just OK, I probably won't bother.

See the problem? Really? Well you must be even more tired than me then.

The problem is that just OK is simply not good enough. Nobody ever came back from a restaurant, called their friends and proclaimed in their most excited voice "I just had a meal and it was satisfactory!!!"

Now I mentioned restaurants here because they are the worst offenders, and it's not really even their fault. The Great British Reserve certainly plays its part here too. You know the scene - you're eating a meal and quite frankly, it's so so - you'd give it a five out of ten. Not bad enough to complain but certainly not good enough to return.

The waiter comes by and asks "How is everything" and you reply "Fine thanks" and away he goes.

It's a tale as old as time, but how would you feel if the conversation went more like this:

Waiter - "How is everything?"

You - "Fine thanks".

Waiter - "I'm delighted to hear that, but truth be told, all of us here were hoping that your experience was so much more than fine. Would you mind if we asked you what you would change to make things better? We promise that we won't be offended and what's more, we'd like to reward you for your honesty with a round of drinks on the house".

Sounds too good to be true? That's because it never happens. Think about it - the investment of time and a couple of drinks from the restaurant could not only create a repeat customer, but could also lead to referrals from a customer who was blown away at a new and refreshing experience. He's bound to mention it to at least one person, and that is the core of a good marketing strategy.

Well that's one way of looking at it, but what if the meal was more than fine? What if it was actually really good? How about this conversation instead:

Waiter - "How is everything"

You - "It's great thanks"

Waiter - "I'm delighted to hear you say that. If it's not too bold a question, we want to make sure that all of our customers are just as pleased as you are. Do you mind my asking what you liked the most and what, if anything, you would change if you could?"

At the core of all of these questions is an understanding that everyone has one favourite topic of conversation - themselves. Nobody is likely to have a problem with this scenario because people love to talk about their opinions, it's just that some of them need a little nudge before they truly open up.

So how do you relate to your customers when it comes to feeback? Perhaps you use a survey card or a website but, just for fun, why not engage them in a conversation instead? Not only are you likely to see them return with more business, but you are bound to get referrals as a business that truly listens to the needs and wants of its customers.

The only investment you need make is time, and if you can't spare ten minutes to double your revenue stream, what the hell are you doing all day?

Have a great week in business, and please let me know how you get on.