Potential customers often comment on little things—little things that can result in huge payoffs if you listen, change, and react to their feedback. Listening, and demonstrating that those changes are important, sends a huge message about how much you care.
Make it a rule that everyone within your organization or company write down any feedback that could be considered important by management.
A local library had just completed a multimillion-dollar renovation and addition. It was beautiful and well done, right down to the button that automatically opened the door for people with special needs. However, as a gentleman in a wheelchair approached the door, it became obvious that the doorway was too narrow for his power wheelchair, which barely slipped through. They needed to put an automatic opener on the second half of the door so that both parts opened to accommodate visitors in wheelchairs.
The gentleman made his way to the desk to explain the problem to the librarian, but she had all the empathy and sympathy of a drill sergeant. Her body language, her facial expression, and her reaction to his comments sent the message that she could not have cared less. Do you care about the little things that bring big results from your potential customers? Listening to them and making even minor changes and adjustments can send an important message about your willingness to accommodate their needs.