Customers' voices are louder than ever now that social media and review sites provide them with the ability to be heard by an unprecedented number of consumers. Anyone with internet access can now leave a review or comment, which can be read by every person who is considering purchasing a product or service. This has created an open dialogue between business owners and customers that requires an adjustment in terms of operating a business. Now, more than ever, it is essential to listen to your customers' feedback.

From old-fashioned surveys and focus groups, to point-of-sale data gathering, customer feedback retrieval efforts are paramount to a business's success. For example, a restaurant could provide a survey when a customer's check is presented, offering a reward such as a discount on dessert for their review. This is one example of and effective way to open dialogue and gain valuable feedback at a low-cost, high-reward rate. It is up to the business owner to balance the time they spend operating their companies with efforts to collect data from the very customers they seek to attract.

After feedback has been provided, it is equally as important to act on consistent recommendations or complaints. If a pattern is taking place where consumers are complaining about poor customer service, it is time to revamp this component of operations and go above and beyond to solve the problem. Customers are usually eager to share their opinions with businesses, especially if they are dissatisfied. The key is listening to feedback and taking action. With consistent dialogue, businesses can reevaluate methods to see what has, and hasn't worked.

Customer experience has a direct influence a person's willingness to repeat a purchase, or to look elsewhere. A company that follows up on a purchase to ensure that their customer is happy with their product or service, lets them feel as though they are valued.

Maintaining consistent dialogue, evolving to fit customers' needs and providing excellent service are the cornerstones of growing a business with a healthy customer base.