If You’re Not Asking, Someone Else Is: The Cost of Silence in Customer Feedback
In business, silence is rarely golden.
If you’re not regularly asking your clients, “How are we doing?”, rest assured—someone else is. And when they do, they’re not just gathering information; they’re opening a door you didn’t even realize was there.
The Silent Drift
Clients don’t usually leave in a blaze of drama. More often, they quietly drift away because:
- Their needs have changed.
- They feel taken for granted.
- They believe someone else is listening better.
When you don’t ask for feedback, you send an unspoken message: We’re not all that interested in what you think. Your competitors, however, might be leaning in with curiosity, ready to respond and adapt.
The Power of the Question
Asking, “How are we doing?” isn’t just a courtesy—it’s a business strategy.
Done well, it:
- Uncovers friction before it turns into frustration.
- Shows respect for your clients’ time, money, and loyalty.
- Creates co-ownership, where clients feel invested in your success.
It’s not about perfection—it’s about connection.
Feedback Is a Retention Tool
Retention is almost always cheaper than acquisition. Yet many companies pour their energy (and budget) into attracting new customers while neglecting the goldmine of insights existing clients hold.
Your best clients want to tell you how you can be better—especially if it keeps them from the hassle of finding someone new. But if you don’t give them the outlet, they’ll share those thoughts with a competitor’s sales rep instead.
Three Simple Ways to Start Asking
- Quick Pulse Surveys – Short, specific, and easy to answer.
- Regular Account Reviews – A scheduled conversation where feedback is the agenda.
- Real-Time Check-Ins – A simple, “How’s this working for you?” in the moment.
The Bottom Line
If you’re not asking “How are we doing?” your competitors will gladly ask it for you. And when they do, they’re not just gathering feedback—they’re planting seeds of doubt about whether you care.
Don’t wait for a lost client to tell you what you could have done differently.
Ask now. Listen well. Act fast.
At Tre Cani, We help founder-led companies create systems that keep clients successful and with Your business.
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