Customer experience is a key component of your brand. Regardless of what you say you represent, your image and your reputation is shaped by what your customers say about you. The easiest way to know what your customers think is to ask them!
DO A SURVEY!
Surveys are one of the most under-utilized tools in the marketing toolbox. A survey can provide valuable input to your decision making process, whether thinking of introducing a new product or service, changing prices or hours or location, or crafting your message. It is common to think we know the reasons clients hire us or exactly how much they are willing to pay for our services or products. Sometimes a survey will verify our assumptions, but sometimes a survey tells us a different story. When this happens, we need to pay attention and incorporate what is important to our customers into our differentiators and our story. The knowledge gained from surveys wins over assumptions every time!