As entrepreneurs, we have to go above and beyond satisfaction-- so we need to find out what our customers' perceptions of us and our business actually are. Then, we must change their perceptions from dissatisfaction or mere satisfaction to pure loyalty. We have to ask them for feedback. In this article, I discuss some of my ideas on feedback.

Recently I attended an excellent, thought provoking program sponsored by Inc. Magazine called "Secrets of Business Success: Building Loyalty with Customers and Employees."

Our speaker, Cindy Solomon, asked us some tough questions that made us think about what we are and are not doing to keep customers loyal. She pointed out that customer "satisfaction" isn't enough to build loyalty. We have to do better than that to keep our current customer base. Of customers who defect, 80% are actually satisfied with our service. So what does this mean?

Asking anyone, especially a customer or client, for feedback is not an easy task. Even when we have healthy self esteem and feel that we have performed admirably, there is always that nagging fear that we will hear something we don't want to hear. First, we must tell the person we ask that we want serious and honest comments. Second, we must assure them that we will not be on the defensive, that we won't argue and/or rationalize -- that we really appreciate their time and sincerity.

Brian Tracy -- one of my all time favorite gurus -- says that, "Willingness to ask for feedback is the mark of the superior person." He goes on to say that when we receive honest feedback, we will know our strengths and weaknesses, so we can grow that much faster. We need the objective input of others.

As an entrepreneur, I need to know how I am doing. So how do we ask? A suggestion is, "What is it that I am doing that is holding me back from being better?" or, "Tell me what you liked and didn't like about my service." Then, listen. The only words that should come out of your mouth are, "Tell me more." or, "For example?" This will not be easy, but will shoot your career forward once you get past the politeness of your respondent.

You see, we are like a fish in a bowl. Others can see us as we are, judge us and pass it on to others. No one is perfect, but everyone can do better. Besides, we will also hear about strengths and talents we might not even realize we possess.

Be brave, fashion the questions you will ask your customer/client, and then listen. Remember, your willingness to ask and receive is the "mark of a superior person" -- and, I feel, a successful one.