Questions lead to answers, answers lead to customer rapport; customer rapport leads to profits.

“Rapport” can be defined as a “harmonious or sympathetic relationship” which creates feelings of partnership and friendship between you and your customers. The more rapport they feel with you, the less likely your customers to go elsewhere.
One of the easiest ways to gain rapport is to ask your customers questions like:
• What are the three best things about our company?
• What are the three worst things about our company?
• If you could create an ideal company in our industry, how would it differ from ours?
• Which three U.S. companies do you respect the most?
Sending questionnaires like these, with an anonymous, postage-paid return envelopes, make it easy for your customers to tell you the truth they wouldn’t want to tell you in person.