My car dealership called me to ask about my recent service experience. It went smoothly, and I told the customer rep. that. He asked me what I liked about their service department, and I gave him two specific reasons why I keep bringing my car back. And that was that.

After I hung up, I realized he didn’t ask me what I didn’t like or what I thought they could change. If he had, the dealership would have learned that I find the “miscellaneous charge” junk fee insulting, and that I tell people to steer clear of their body shop, which lost my business after they lost my front license plate and lied about it.

Are you asking your clients or customers about the good, the bad, and the ugly? If not, you’re missing a big opportunity to get invaluable feedback from the people who are already invested in you.

Photo by See-ming Lee (Flickr).