I wouldn’t describe myself as a traditional customer service expert. However, I did have a stint analyzing customer trends at a major telecom company (Manager of Research & Planning). It was a relatively brief stint – primarily because it was clear that what customers were actually saying, didn’t really matter as much as what the organization thought they were saying. This discrepancy would actually keep me awake nights.

I received quite a few nasty calls about the shape and size of bills and how they wouldn’t fit into a standard size envelope (This is absolutely true). I never did understand why the bills were an odd shape (or how those calls ultimately reached my desk). But, the customers usually had a clear message to offer. I often agreed with them.

I did learn from that experience that customer feedback really matters. Moreover, you have to be open to the entire customer conversation, even the potential criticism that comes along with the territory. Ignoring hard to hear feedback will inevitably lead to more serious issues down the road.

One thing is certain: If you fail to gather customer feedback in the first place, you may leave your organization weakened and exposed.

It is never too early to start the conversation. Here are a few ideas to help establish a healthy dialogue with your customers:

• Embrace the concept of a “Customer Journey”. I first noticed this concept in a blog post at the Harvard Business Review (read about it here). Essentially, it describes the notion that when an organization interfaces with customers, they meet at more than one “touch point”. So, organizations have more than one chance to build a relationship (or alienate a customer). Tracing this journey (a little like picking up bread crumbs in the forest) can highlight opportunities to enhance the customer experience.
• Listen to the whole story. You can blame a poor customer service outcome on procedures, or even the customer himself. But, guaranteed – there is another side of the story. Do a post-mortem on customer relationship problems and customer losses, and own up to the company issues that may have contributed. Always blaming the customer is definitely taking the wrong way out.
• Open a “Social Media Channel”. As a small business, every customer counts. So – let them know that their opinions matter utilizing 21^st century methods. Open a two-way conversation through Facebook, Twitter, or even a blog. (Read more about specific tools here). Getting real-time information about what customers are thinking is nothing short of superb. Furthermore, customers may be interested in the story behind your business and the passion that exists within that story – put all of that information out there.
• Complete some customer research before the roll out of new products or services. Thanks to savvy use of the internet, any organization has the opportunity to test ideas and products. A smaller business doesn’t require a large research staff to ascertain when things just aren’t right when planning a change.  Put the ideas out there and watch the responses. Remember The Gap and their proposed logo revision?
• Commit to a media staffer. In this case, the evolution of communication and technology has demanded a staffer who pays attention to your media presence (at least Part Time). Similar to the evolution of how Chief Communications Officers address social and other forms of media in larger companies, it helps ensure that critical information concerning your organization reaches you before it can affect you negatively. Not only should the staffer monitor information coming in from channels, but should also help set a course for the information going out. Never forget to monitor your brand and its presence.

Just because your business is small doesn’t mean you can’t roar. Turn the customer channel “on” and harness its power.

Dr. Marla Gottschalk is an Organizational Psychologist located in East Lansing, Michigan. You can find her on Twitter and Linkedin.