When Is the Last Time You Asked the Question That Could Transform Your Business?

In the past four years, we’ve seen a curious shift in customer interactions: more and more establishments are asking for tips at checkout. Whether it’s the local coffee shop or a ride-share app, the tipping prompt has become ubiquitous. Yet, despite this aggressive push for gratuities, one thing remains notably absent—asking for feedback.

Think about it: How often do businesses seek to understand whether their service met or exceeded expectations? Tipping has become a transactional gesture, often more about avoiding awkward confrontation than genuine appreciation. Consumers might give a tip simply to avoid judgment, even when the service didn’t truly deserve it. But a tip, like silence, doesn’t tell you what your customers really think.

The Power of Asking

Every business, whether it’s a dental practice, a restaurant, or a consulting firm, should be laser-focused on one thing: understanding its customers. And the only way to do that is to ask. Surveys—whether sent by email, text, or embedded in payment platforms—are an underutilized goldmine of information.

From gas station bathrooms with feedback kiosks to restaurants requesting ratings after credit card transactions, surveys provide real-time insights into what your customers value, what they don’t, and where you’re falling short.

Here’s the truth: Every team member should have a vested interest in ensuring a better-than-expected experience for every customer. But how will they know where to improve unless you ask?

Feedback Is Your Business’s North Star

One of the most powerful tools I use with clients is math. I’ll ask them how many Google or Facebook reviews they should be receiving annually. If a business works with 1,000 customers a year, and 90% of those customers are thrilled with the service, you’d expect close to 900 positive reviews, right?

The reality? Most businesses fall below 10% of that number. Why? It’s not because customers are unhappy. It’s because businesses don’t ask—or worse, they fear the answers they might get.

This fear of less-than-stellar feedback is holding businesses back. Negative feedback isn’t something to avoid; it’s the road map to growth. When a customer tells you what’s not working, they’re giving you a priceless gift: the opportunity to fix it.

Take Action Today

Surveys aren’t just about spotting weaknesses—they’re about uncovering opportunities. When you ask customers about their experiences, you learn how to adapt and exceed expectations.

Make it part of your culture. Train your team to view feedback as a necessary tool for improvement, not a personal attack. Integrate surveys into your customer journey. Whether it’s a quick question during a transaction or a follow-up email after service, the key is to ask—and act.

When you listen to your customers, you do more than improve your business; you earn trust, loyalty, and the kind of reviews that can drive your growth in the coming year.

So, here’s the question: When is the last time you asked your customers how you’re doing? Their answers might just change everything.