Some time ago I realized that the
customers who don't complain are
the ones who need special attention.
These people, for whatever reason,
may be reluctant to tell you directly
about something you did wrong on
their remodeling job. Consequently,
you walk away thinking you did
everything right while they're telling
their friends about the things you
did wrong.
Since I count on past customers
for referrals and repeat business
(these make up about 80% of my
customer base), I've found a way for
all of our customers, especially the
quiet ones, to tell us what we can do
to serve them better.
Four years ago, we began
sending out a job evaluation
questionnaire about 30 days after
each job is