When Zoe started her local organic skincare business, she had one clear goal: to create high-quality products using only the purest, natural ingredients. She loved what she did and was passionate about making a difference in the world of skincare. Initially, her products gained popularity among friends, and word began to spread through her community. But after the initial buzz, things slowed down. Sales were steady, but growth had stalled. Something was missing.
Zoe was frustrated. She believed in her products, but for some reason, the momentum she had hoped for wasn’t materialising. One evening, after talking to a few of her loyal customers, a thought struck her: what if she wasn’t listening closely enough? Maybe her customers were trying to tell her something she hadn’t yet realised.
The Turning Point: Asking the Right Questions
Determined to gain a better understanding of what her customers really wanted, Zoe decided to make listening a priority. Instead of focusing solely on sales, she started asking her customers for feedback. She didn’t just ask how they liked the products; she dug deeper. What did they want from a skincare line? What challenges were they facing with their skin that her products could help address? How could she improve her range?
At first, the feedback was small—some customers wanted more variety in product sizes, while others suggested adding a few different fragrances. But as Zoe continued to listen, she discovered something bigger. Many of her customers were looking for products that were both effective and multi-functional. They didn’t want to buy a separate cream for day and night—they wanted a single product that could do both.
This was a game-changer for Zoe. She had been creating products based on her own assumptions, but her customers were telling her what they truly needed. By listening to them, she could fill a gap in the market that she hadn’t even considered before.
Acting on Feedback: Creating a New Product Line
Armed with this new understanding, Zoe set to work on developing a multi-functional skincare line. She introduced a day-to-night moisturiser, a cleanser that doubled as a makeup remover, and a few other versatile products that aligned with her customers’ needs. It wasn’t about creating more products—it was about creating the right products.
Once the new line launched, Zoe immediately saw a difference. Her loyal customers were excited about the new offerings, and word spread quickly. People loved that her skincare products were not only organic and pure but also catered to their busy lifestyles. Orders began to pick up, and new customers started discovering her brand, all thanks to the changes she had made by simply listening.
Why Listening to Customers Drives Growth
Zoe’s experience highlights an important lesson for any small business: listening to your customers isn’t just about gathering praise or hearing complaints. It’s about gaining insights that can drive the future of your business. Here’s why it’s key to sustained growth:
It uncovers hidden needs: Often, your customers know what they need better than you do. By listening closely, you can identify gaps in your product or service offerings that you hadn’t considered.
It builds stronger relationships: When customers feel heard, they become more loyal to your brand. Zoe’s customers appreciated that she took their feedback seriously, which strengthened their trust in her products.
It keeps your business relevant: The market is always evolving, and so are your customers’ needs. By listening to them regularly, you can stay ahead of trends and ensure your products or services continue to meet their expectations.
How You Can Start Listening to Your Customers
If you want to make listening to your customers a priority, here are some steps you can take, inspired by Zoe’s journey:
Ask for feedback regularly: Don’t wait until there’s a problem. Engage with your customers after each purchase or interaction and ask them what they think. You can do this through surveys, emails, or even social media polls.
Dig deeper into their needs: Go beyond surface-level questions like “Did you like the product?” and ask more detailed questions: “What do you wish this product could do?” or “What challenges are you facing with your skincare routine?”
Act on the feedback: Listening is only half the battle. You need to take action on what your customers are telling you. Whether it’s improving a product, introducing something new, or even changing how you deliver your service, show your customers that their opinions matter.
Keep the conversation going: Listening isn’t a one-time event. Make it a regular part of your business strategy. The more you engage with your customers, the more insights you’ll gain, and the more connected they’ll feel to your brand.
The Results of Listening
Thanks to the feedback Zoe had gathered and acted upon, her business not only saw a boost in sales but also became a trusted brand in her community. Customers appreciated that Zoe had listened to their needs and created products that truly worked for them. Her ability to adapt to their feedback allowed her business to grow in a sustainable way.
By listening to her customers, Zoe didn’t just sell skincare products—she created a brand that people trusted and wanted to support. And as her customer base grew, so did her ability to innovate, all while staying true to her values of providing pure, organic skincare.
Ready to Grow Your Business?
If Zoe’s story has shown us anything, it’s that listening to your customers is the key to sustained growth. Whether you’re just starting out or looking to expand, your customers hold the insights you need to take your business to the next level.
Need help connecting with your customers and driving growth? Contact Mark A Preston, Customer Growth Coach & Speaker, to learn how his coaching and training can help you create a business strategy built around the needs and desires of your customers.
