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Contact customers after the sale and ask what to improve

Oct 10
3 min read

Updated: Oct 11

Utagawa Hiroshige's woodblock print of people on a bridge in a sudden rain shower, 1857
Sudden Shower over Shin-Ōhashi Bridge and Atake, from Utagawa Hiroshige's One Hundred Famous Views of Edo (1857). A firm that asks its customers questions sees a change in the weather before it arrives.

The customers you ask for feedback buy more, and so do the customers you never ask.


The study. Researchers ran a 2-year field experiment with 274 small shops and service firms in Rwanda. Half of the firms contacted their customers after a sale and asked for feedback.


The finding. Firms that asked for feedback earned 62.0% more monthly revenue and 54.5% more monthly profit than the control firms. Customers that these firms never contacted also spent 77.4% more.

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