Do you know how loyal your customers are? Or, do you just feel in your gut that you're doing great and customers push as much your way as they can? Last year a printing com- pany owner in Colorado shared that he almost lost a longtime customer. What surprised him most was that the two sat together each month at a local business meeting. The customer could not tell him face-to-face that he was blowing it; only when the owner reviewed a filled out survey did he uncover the issues. We all have stories about our loyalty to a supplier or vendor slipping to the point where we've gone elsewhere, and we did not have the desire to spend time sharing our dissatisfaction. Many of us would rather just slip into the sunset than spend time where we no longer have skin in the game. We all do it, but it doesn't have to end that way.
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