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Do you know the value of the mistakes you've made in the past has for the marketing of your business in the future? You would be amazed what a gold mine of marketing wealth can be found in learning about your mistakes. We all would like to think that we are providing excellent service to everyone who uses our business. Unfortunately, none of us are able to please absolutely everyone who considers our businesses.

We all make mistakes, but what matters is what we do when it happens. Mistakes allow us to learn and improve how we do business, improving our relationships with our customers and becoming more successful as we move forward. The needs of your client were not met by some aspect of your marketing or customer service, and now you have the opportunity to learn and grow professionally from it.

Marketing analysis has shown that as much as 19 out of 20 customers who are not happy with your service won't candidly protest to you. You may believe this is not a severe dilemma since these problems aren't ones you have to handle, but this is a major issue. The concern is two fold. Not only have you completely lost a potential client, but the bigger problem lies in the fact that they are very likely to tell others who inquire about your services all about their negative encounter.

For every person that complains, there are about 25 people who are dissatisfied in most businesses that never raise an issue. There is a considered loss of 25 times the number of customers who complain about the service. Allow the 90% plus people that may have continued to buy from your business if only you solved their complaint in a timely manner as sufficient motivation!

You should know that setting up a system to monitor customer feedback about your business is one of most important things you will ever do. The great thing is that it's not really that difficult. You must have a system that keeps track of your customers and how often they buy from you. It's also essential that you have their contact information. Once you have that foundation, you can develop a system to actively ask for feedback from your customers about their experiences with your business. Obviously, putting this all together requires working out all the details, but the overall approach is that simple. Too bad most business owners never bothered to take the time.