Month: April 2025

Mike runs a mid-sized packaging supply business, 38 employees, decent margins.

But last quarter, everything changed.
Orders slowed. A key account moved on.

And suddenly cash flow felt tight.

He looked at the numbers and panicked.
So he did what most don’t.

Mike picked up the phone.

He called three of his top customers and asked one question:

“Why are you still with us?”

The answers surprised him.
Not one mentioned price or product.

They talked about speed. Flexibility. The way Mike’s team handled urgent deliveries.

That was his edge.

You’re done guessing. You need to know what your customers need, and fast.

Here’s 8 real-world ways to understand your customers and grow smarter, even in a downturn:

1. Call 5 customers today and ask these 3 questions to understand them better

This works best with repeat or long-term customers.

What to say (phone or Zoom script)

“Hey [Name], I really appreciate your business over the past [X] months. Things are shifting out there, and we’re working hard to stay valuable to our best customers. Can I ask you a couple quick questions? Won’t take more than 5 minutes.”

1. “Why did you first choose us?”
2. “Why do you stay?”
3. “What could we do better right now?”

Why this works

Listen. Take notes. Don’t sell.  

You’ll get a feel for what your customers value.

Example  

One B2B IT firm did this and learned their clients wanted weekend support. They launched a pilot, added a weekend chat option, and increased retention by 11% in one quarter.

2. Check what’s missing in support tickets and sales calls

Your customers are already telling you what’s not working through their complaints, confusion, or silence.

How to do it

• Review recent support cases, sales notes, and customer relationship management records.
• Tag themes: billing, onboarding, expectations, missing features.

Quick fix ideas

• Confusing pricing? Create a 1-page pricing explainer.
• Repeating questions? Build a public frequently asked questions section or help article.
• Train your sales team to address issues head-on.

Example

A software company spotted that 40% of churned users had trouble with the first login. They rebuilt onboarding and cut early cancellations in half.

3. Run a “Why We Lost” campaign

Reach out to your ex-customers.

Email template

Subject: What could we have done better?

Body:

Hi [Name]

I noticed you haven’t [ordered/signed in/purchased] in a while, and I wanted to check in.

We’re working hard to improve, especially right now, and I’d love to know, was there something we could’ve done differently to keep your business?

I appreciate any feedback you can share.

As a thank-you, here’s a [10% off coupon].

Either way, thanks for your time and past business.

[Your Name]
[Your Company]

Why this works

You learn what’s broken. You might even win them back.

Pro tip

Be sure to keep it personal and not something that seems like an email to the masses.

4. Read reviews (yours and everyone else’s)

How?

Go through:

• Google reviews
• G2, Trustpilot, Capterra (for software or B2B)
• Yelp or Facebook (for service-based businesses)
• Industry forums
• Search “[competitor name] reviews” or “[industry] complaints Reddit”

Look for patterns in

• What customers rave about (do more of that)
• What they hate (fix it or own it)
• What they expected but didn’t get (this is your goldmine)

Example

A logistics firm learned clients expected real-time tracking (even though they never offered it). They added basic live tracking via SMS and saw customer satisfaction shoot up.

5. Use a 3-question checkout survey

Set this up on your site or after a service is completed

Ask:

1. What nearly stopped you from buying?
2. What convinced you to go ahead?
3. What would’ve made this even better?

Instant win

Use the answers to fine-tune your landing pages or offers. Take note that people are more honest if they complete the survey anonymously.

6. Spy (legally) on your competitors’ customers

How?

Your competitors’ reviews and social pages are free research.

Go to LinkedIn, Glassdoor, Reddit, or Google. Search for “[competitor name] reviews” or “[competitor name] support problems.”

Find out

• What customers love about them (can you match or beat it?)
• What annoys them (can you be the solution?)

Template for gathering insights

Create a Google / Excel sheet with:

• Competitor name
• Positive keywords (e.g. fast, easy, helpful)
• Negative keywords (e.g. slow, buggy, overpriced)
• Feature requests (e.g. “Wish they had a mobile app”)

Example

A managed service provider saw that their rival got complaints about slow response times. They promoted their own 1-hour service-level agreement and gained market share.

7. Watch what customers do, not just what they say

Look for

• Pages with high exits or bounces (what’s missing?)
• Features that get ignored (are they needed?)
• Unexpected interest in certain products or services

Quick action

Promote the most-clicked products. Kill or rethink the underperformers.

8. Turn your team into listening posts to understand your customers

Your team hears what customers really think.

Create a simple system

• At the end of the day, ask: “What did you hear today that surprised you?”
• Log this in a shared doc.
• Review it weekly in leadership meetings.

Why this works

Your sales, support, and delivery teams are your eyes and ears. Use them.

Example 

One HVAC company learned through a tech that customers were worried about rising power bills. They added energy efficiency tips to every invoice and booked 30% more upsells.

The customers will tell you (if you’re willing to listen)

In a tough economy, the businesses that survive are the ones that stay close to their customers.

You don’t need a consultant or a five-figure research budget. You just need to ask, observe, and act.

Pick one of the 8 ways to understand your customers.

Try it this week. Bring the findings into your next team meeting. Make a change, however small.

That’s how you get through the downturn.
Not by cutting deeper. But by serving smarter.

Can you think of more ways you can implement immediately?

Let’s discuss your suggestions at evdscopy@gmail.com.

Back in 2008, when the economy crashed, small businesses struggled. Jessica, who owned a little café, saw fewer customers each day. People were cutting back, try to save money.

Instead to panic, she listened.

She introduced affordable meal combos. She gave free coffee to loyal customers. Jessica made people feel welcome.

Her café didn’t just survive, she made life-long friends.

Tough times come and go. But one thing stays the same: Customers stick with businesses that care.

So, how do you keep them coming back when money is tight?

Let’s break it down.

1. Know what your customers need

When times are hard, people change how they spend. They look for better deals. They think twice before they spend money.

Pay attention. Ask them what they need. Check what they buy. If you understand their struggles, you can offer the right solutions.

Example: A local grocery store noticed customers were buying fewer fresh vegetables. They started offering “half-size” produce bundles at lower prices. Sales picked up again because customers could still eat healthy without overspending.

2. Offer value, not just discounts

Lower prices isn’t always the answer. Instead, give customers more for their money. Bundle products. Offer flexible payment plans. Give extra perks for loyal shoppers.

Help them, and they’ll remember you.

Example: A software company saw small businesses cancelling their subscriptions. Instead of losing them, they offered a three-month “pause” option. Customers could resume their plan later. This option gave them a breather without penalties. Most stayed loyal instead of leaving for good.

3. Communicate openly and often

People don’t like surprises, especially bad ones. If you raise prices, explain why. If you have a good deal, let them know.

Use email, social media, or even a quick message. Be honest. Be clear. Show them you’re in this together.

Example: A family-run bakery had to increase prices due to rising ingredient costs. Instead of just changing the menu, they posted a heartfelt message on social media. They explained the situation and thanked customers for their support. The response? Customers kept coming, happy to support a business they trusted.

4. Make loyalty programs work for them

If you have a rewards program, tweak it. Give points faster. Offer small, instant discounts. Make it easier for customers to save.

A little extra reward can go a long way.

Example: A coffee shop changed its loyalty program. Instead of “buy 10 drinks, get 1 free,” they made it “buy 5, get 1 half off.” The reward came sooner, and customers kept buying.

5. Get creative with your products and services

Tough times call for fresh ideas. Can you offer a cheaper version of your product? Can you bundle services to save customers money?

Look at what works and adjust. The businesses that adapt are the ones that survive.

Example: A fitness studio noticed members cancelling expensive gym plans. Instead of losing them, they introduced low-cost online workout classes. Many customers signed up, keeping revenue flowing.

Keep customers, build loyalty

Hard times test businesses. But they also create loyal customers if you take care of them.

Listen to their needs. Offer real value. Communicate well. Adjust your loyalty programs. Keep innovating.

Do that, and your customers won’t just stay, they’ll stick with you long after the downturn is over.

For more ideas on how to retain your customers, send me an email: evdscopy@gmail.com.

In the busy city of Babylon (1755 B.C.), King Hammurabi stood tall.

It was a time when the strong often preyed on the weak, and justice was a distant dream.

But Hammurabi was determined to change this.

One day, Hammurabi called upon the wisest scholars of his land to help him create a code that would bring order and fairness to his kingdom.

The Code of Hammurabi was born and King Hammurabi declared:

“Let justice now appear in the world!”

Fast forward nearly 4,000 years, and we find ourselves facing a similar challenge in the digital landscape.

Today’s terms and conditions are the modern equivalent of Hammurabi’s stone stele.

Understanding the complexity of modern terms and conditions

Terms and conditions are far more than a legal boilerplate on a website.

They are a comprehensive framework that:

• Defines the relationship between businesses and users.
• Establishes clear operational guidelines.
• Protects intellectual and legal interests.
• Ensures transparency and mutual understanding.

The comprehensive role of terms and conditions on websites

1. Legal protection

Terms and conditions serve as a legal contract between the business and the user. They define the rules for using the service, and if there’s a dispute, act as a reference for resolving it.

2. Clarifies user rights and responsibilities

Terms and conditions clearly outline what users are allowed to do on the platform and what they’re prohibited from doing.

This helps set boundaries and expectations for how the service or product can be used, which can prevent misuse and abuse.

3. Limitation of liability

Businesses can use terms and conditions to limit their liability in case something goes wrong.

For example, if a product malfunctions or there’s a data breach, the terms and conditions may limit the company’s responsibility, providing them with a safeguard against certain legal actions.

4. Protects intellectual property

Terms and conditions on websites help protect the business’s intellectual property by specifying that content on the platform (like images, text, or software) is owned by the company or third parties.

5. Data privacy & user consent

Many services collect personal data from users.

Terms and conditions can explain how the data will be used and protected. They also allow businesses to get users’ consent for collecting and processing personal information.

6. Payment terms & subscription rules

For services with subscription models, terms and conditions outline the terms related to payments, billing cycles, cancellations, and refunds.

7. Building trust

Having clear and transparent terms and conditions on your website build trust with users.

When users understand what they are agreeing to, it creates a sense of security.

8. Compliance with laws

In some industries, having terms and conditions is not just good practice, but a legal requirement.

Why are terms and conditions on websites hidden at the end?

Despite their importance, most websites treat terms and conditions like an inconvenient afterthought.

We’ve all been there.

You’re about to make a purchase or sign up for a service, and at the very last step, you’re asked to check a box that says, “I agree to the terms and conditions.”

We’ve clicked it countless times without thinking twice, mostly because it’s the last step before completing a transaction.

But have you ever wondered: Why are terms and conditions on websites always buried at the end? And is this ethical?

There are a few reasons for this.

1. Minimizing user friction

Businesses want the process to be as smooth and quick as possible.

If users had to read through this important document at the beginning, they might get confused and abandon the process.

Let’s be honest: when you’re trying to sign up for a new service or purchase something, you just want to get to the good part. Companies know this.

They also know that the longer the process takes, the higher the chance that users will drop off.

So, placing the terms and conditions at the end, just before clicking “submit,” keeps things moving.

The hope is that users are already so invested in completing the transaction that they won’t take the time to read the fine print.

2. Legal protection for the company

Here’s the thing, terms and conditions aren’t just there to protect you, the user.

They’re there to protect the company, too.

By placing the terms and conditions at the end, companies ensure that they have a clear record of you agreeing to them before moving forward.

This is called a clickwrap agreement. When you click a box saying you agree to the terms and conditions, you legally commit to them.

If they were presented upfront, there might be a risk that users wouldn’t notice or agree to certain terms.

For example, a user might accidentally click “agree” without reading the document, but the company can still claim they did because they were presented with the terms.

3. Streamlining the process

Another reason is to make the process easier and faster for users.

People generally don’t want to read long, legal documents right when they first visit a website.

By saving it for the end, businesses hope the user will be more willing to agree to the terms without scrutinizing them too closely.

It’s all about getting the user to take action quickly.

4. User consent

Technically speaking, placing terms and conditions at the end is about making sure users give informed consent.

When you reach the final step, you agree to the terms, and in doing so, the company has a legal record that you understood and agreed to their rules.

But here’s the catch.

This “informed consent” is often just a formality.

How many of us actually read through pages of legal jargon before clicking that box?

Probably not many. And that’s a problem.

Why this approach is unethical

If terms and conditions set the rules for how a business and a consumer interact, shouldn’t they be more upfront and visible?

Let’s look at this concern.

1. Lack of transparency

Why are terms and conditions tucked away at the end, hoping users will simply click “I agree” without understanding what they’re agreeing to?

Imagine you enter a store and sign a contract you’ve never seen. Would you sign it without reading it? Probably not.

But that’s what often happens online. Companies ask us to sign a digital contract without giving us the chance to fully review the details.

This creates an environment where users aren’t fully informed before they commit to a service or purchase.

2. Exploiting user ignorance

Placing terms and conditions at the end can also be seen as a way to exploit users’ ignorance or lack of attention.

When users are almost done with a transaction, they may be in a rush to complete it. So, they quickly agree to the terms without reading them. And that’s exactly what companies might want.

Many companies hide unfavourable clauses (like automatic renewals, hefty cancellation fees, or third-party data sharing) in their terms and conditions, hoping users won’t notice them.

This is a clear case of taking advantage of the user’s lack of attention. It’s not exactly fair play.

3. Building bad relationships

Trust is everything in business, right?

But when terms and conditions are presented in a way that encourages users to skip over them or not fully understand them, it sends a message that the company isn’t transparent or trustworthy.

Wouldn’t it be better if companies were upfront with their users from the very beginning? It would make the relationship feel more honest.

4. Lack of ethical responsibility

These documents are there to protect the company legally, but they should also ensure the user is fully aware of what they’re agreeing to.

After all, terms and conditions often include important information about data privacy, payment terms, service limitations, and more.

Ignoring or hiding this information is, quite frankly, irresponsible.

The real-world implications for ignoring terms and conditions on websites

The practice of clicking “I agree” without reading the document is common, but it has significant implications for both users and businesses.

Here’s a look at these implications and strategies to prevent or mitigate this behaviour:

1.    Loss of legal protections

Users who don’t read terms and conditions may lose legal protections provided by these agreements. This can leave them vulnerable to potential risks or disputes without a clear understanding of their rights and responsibilities.

2.    Limited recourse in disputes

Ignoring terms and conditions can limit a user’s ability to seek legal remedies in case of disagreements or violations. This can lead to increased dissatisfaction and potential legal action against the business.

3.    Potential liability

Failure to adhere to terms and conditions can hold users responsible for damages caused by their actions on the website.

4.    Data privacy concerns

Terms and conditions often outline how user data will be used, stored, and shared. Ignoring these details can lead to privacy issues.

A better path forward – Strategies for improvement

1.    Simplify language and format

Use clear, concise language and break down complex information into shorter sections or bullet points. This can make terms and conditions easier to understand and less intimidating.

2.    Present terms and conditions upfront

The first change is simple: put the terms and conditions at the beginning of the process.

When users first land on a website or start a checkout process, give them the chance to review the terms before they proceed. This way, users can make an informed decision from the start.

3.    Summaries and highlights

Provide a summary of the main points at the beginning or end of the document. Highlighting important sections can guide readers to focus on critical information.

4.    Interactive elements

Incorporate interactive elements like quizzes or pop-up explanations to engage users and encourage them to read and understand the terms and conditions.

5.    Incentives for reading

Consider offering incentives, such as discounts or exclusive content, for users who take the time to read and confirm their understanding of the terms and conditions.

6.    Active consent mechanisms

Implement mechanisms that require active consent. Use checkboxes for specific clauses or a requirement before agreeing.

7.    Education and awareness

Educate users about the importance of reading terms and conditions through blog posts, social media, or email newsletters.

8.    User feedback mechanism

Allow users to provide feedback on the clarity and accessibility of the terms and conditions. This can help identify areas for improvement.

9.    Readability tools

Implement readability tools that allow users to adjust font size, colour, and background to improve readability for those with visual impairments.

10.         Audio and text-to-Speech

Provide audio versions or text-to-speech functionality for users who prefer listening or have difficulty reading.

By implementing these strategies, businesses can encourage users to engage more actively and reduce the risk of misunderstandings and disputes.

Learning from Hammurabi

Just as Hammurabi sought to create a just society through his legal code, modern businesses can use terms and conditions to:

• Build trust.
• Establish clear expectations.
• Protect all parties involved.
• Create a more transparent digital ecosystem.

Beyond legal requirement

Terms and conditions are more than a checkbox or legal formality. They’re an opportunity to build trust, create clear expectations, and foster a more transparent digital ecosystem.

Just as Hammurabi’s code was a beacon of justice in his time, modern terms and conditions can be a powerful tool for creating meaningful, trust-based relationships.

Email me at evdscopy@gmail.com. I would like to know your take on this matter.