The consumer is king. If you need proof, just think about the latest craze in marketing—consumer-generated advertising. Companies including General Motors, Home Depot, MasterCard and Sony to name a few are trying to stop people from avoiding their ads by involving them in their advertising process. These companies hope to increase sales by listening to what consumers have to say. Is your company aware of what your customers and prospects want?

Why do your customers buy your products or services instead of a competitor’s? What do your best and worst customers say about you? You won’t know if you don’t ask and if you don’t ask then you’re missing a golden opportunity. Survey your customers often via mail, web, phone or in person. Ask your customers to rate your products and services and ask them how you can improve.

Being in tune with your customer’s wants and needs will help you to better serve them and even more importantly to retain their loyalty. Be sure to solicit their feedback frequently. Having knowledge about your customers and prospects can translate into a sustainable competitive advantage for your company.

O’Neil’s Customer Relationship Management services include front-end software to build customized materials online (ONE2ONEdirect), campaign management, sales & marketing effectiveness, full-color digital printing, electronic delivery of materials, and customer relationship management consultation.