Obtaining customer feedback is critical – and must occur consistently – in order to retain customers and increase their purchasing, says Jeff Knight, COO, Electrical Equipment Co., Raleigh, NC, in Listen to Customers or Lose Them.

Having a conversation with customers about what they want begins by investing in customer and market research to get in-depth answers, Knight says.

For deeper knowledge of customer preferences, consider hiring a third-party firm or even a university to uncover customers’ perspectives of what you could be doing better and how you can help them do their jobs better, says Mike Marks, Indian River Consulting Group.

“Talk to them about how they want to buy. Talk to them about the challenges they’re facing with the generational shift and digitization and everything else,” Marks says.

Mapping the customer experience from start to finish and identifying the gaps can be an eye-opening experience that will help companies discover deficiencies and create a better shopping and buying experience for customers.

Read more about improving the customer experience in Listen to Customers or Lose Them.