“If you avoid hearing from your customers, you risk developing products or strategies that miss the mark.”
Colleen LonsberryFractional Chief Marketing Officer
Most companies have annual employee reviews to evaluate performance, align on goals, and encourage professional development. Some even go a step further with quarterly check-ins to ensure everyone is on track. But when it comes to assessing their own performance, particularly from the customer’s perspective, many companies shy away. Why? Companies invest significant time and energy evaluating employees, but few apply the same scrutiny to themselves. They’re often reluctant to conduct an honest, annual review of their brand in the eyes of their customers and end users. This type of review goes beyond Net Promoter Scores or automated follow-ups after customer care calls—it requires genuine, unfiltered feedback from the people who matter most.
Recently, I conducted a targeted focus group for a client, and what we uncovered was invaluable. By gathering insights from employees, direct customers, and end users, we gained perspectives that would have been missed if we’d relied solely on the client’s internal view. Their customers genuinely want them to succeed, and while the feedback did highlight areas for improvement, it was far from negative. As a neutral third party, I was able to cut through internal bias and bring back consistent, aggregated themes. These insights are now forming the basis of a revenue-focused action plan.
Why Companies Avoid Customer Feedback—and Why It’s Worth It
It’s common to hear companies say, “We don’t want to conduct a survey because we’re not going to fix everything our customers mention.” Some even worry that asking for feedback might stir up frustration or complaints. But here’s the reality: if you avoid hearing from your customers, you risk developing products or strategies that miss the mark. Gathering feedback is like gaining a compass—it helps direct your growth to where it’s wanted and needed.
In a previous blog, I touched on the importance of knowing when to prune—when to pull out what’s no longer serving you and make space for new growth. Customer feedback provides this same clarity. By understanding your customers’ perceptions, you gain essential insight into which aspects of your brand might need refinement, whether that’s messaging, feature adjustments, or even repositioning. Without these insights, you risk “watering dead plants”—continuing to invest in strategies that no longer resonate with those who matter most.
The Challenge of Gaining Honest, Actionable Feedback
For a lot of companies, the very idea of seeking feedback can be daunting. It can feel as though you’re opening yourself up to criticism, exposing vulnerabilities, or inviting opinions that may challenge your current direction. But the reality is that feedback doesn’t necessarily have to signal a need for drastic change. In fact, the most productive feedback often reveals areas of opportunity, affirming where you’re on track while also identifying small, impactful adjustments that can better serve your customers.
Feedback isn’t just about addressing complaints—it’s about understanding the perceptions of both customers and end users to align with what they value. What’s often overlooked is that people usually want the brands they choose to succeed. Customers and end users aren’t generally looking to nitpick; rather, they’re giving feedback to make the products they rely on even better. The most successful companies know how to tap into these valuable insights and translate them into stronger, more customer-centered strategies.
“Perception is reality.”
One of the most insightful aspects of our focus group findings was the distinction between perception and fact. Feedback doesn’t necessarily have to be “true” in an objective sense; what matters is that it’s true for your customers. Their perception is their reality, and that perception shapes how they view your brand and your products every single day.
As Warren Buffett said, “It takes 20 years to build a reputation and five minutes to ruin it.” Companies need to understand how they are perceived to protect that reputation and, more importantly, to build on it. This is why an annual review from your customers’ perspective isn’t just a nice-to-have—it’s essential for brands looking to sustain and grow their market position. Feedback offers you a window into how your messaging, product quality, and service are received, helping you proactively address any misalignments before they affect customer loyalty.
The Real Value of Honest Feedback
In our focus group, 75% of the input aligned with my client’s internal expectations, confirming that their brand is strong and resonant. But that other 25%? It introduced fresh insights, revealing a gap between where they want to be and where they stand in the marketplace. This discovery helped us identify their most successful end users, allowing us to create a precise, targeted strategy to reach those who would benefit most from their offerings.
This kind of actionable intelligence is something you simply can’t get without asking. Honest feedback gives you the power to move forward with intention, grounded in data and customer insight. It transforms your relationship with customers from a transactional one to a partnership, where you’re continuously working to serve their needs better.
Feedback also offers a unique opportunity to strengthen trust. When you ask for input and respond with thoughtful actions, customers feel heard and valued, which reinforces loyalty. This collaborative approach becomes a powerful foundation for long-term brand resilience. As customers see their feedback incorporated, they’re more likely to stay engaged with your brand, knowing that you’re truly committed to delivering value that aligns with their needs.
The Path Forward: Don’t Fear the Review—Embrace It
The bottom line is this: if you don’t care what your current customers think, then you’re likely developing products or feature sets that may no longer be relevant. You can continue building a roadmap in isolation, hoping to attract new customers, or you can evolve with your existing customer base, fostering loyalty and engagement.
An annual review that includes customer feedback allows you to see where you stand and helps you identify the small, strategic adjustments that make a big impact. At Kate Ryan & Company, we believe in the power of honest, unfiltered feedback to fuel brand growth. As a neutral third party, we bring you actionable insights and help bridge the gap between where you are and where you want to be.
So, are you ready to embrace your own review? Your customers are already talking. The question is, are you listening?