Is Now a Good Time to Survey Your Customers? 

You bet.  In fact, it's an ideal time! Here’s why…

You’ve no doubt been affected by recent supply shortages. Whether you work in durable goods, chemicals, packaging, you name it, every product producer is experiencing the nearly impossible task of supplying their customers. 
 
And customers are frustrated. 
 
The difference now is that supply chain shortages are affecting all markets and all industries. Everyone is suffering. 
 
And customers are sympathetic to this. That is, as long as the supplier continues to communicate with them and provide the best service possible. 
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In fact, customers are now distinguishing between forces outside your control from those in your control.
 
What’s outside your control: things like the availability of raw materials needed to produce your product. 
 
Inside your control: how (and how often) you communicate with your customers. How hard you try to accommodate their requests. How willing you are to go the extra mile to support them.

The question is: how are you being perceived now? Are you being seen as going the extra mile, gaining points with customers, or losing ground to your competitors?

That’s exactly why you should be asking your customers how you are performing now. 
 
If you’re frustrating customers more than your competitors, that’s something to know ASAP while you can still course correct, while customers are still understanding. 
 
Waiting to survey them next year, well, you may be too late.