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.”
- “Why did you first choose us?”
- “Why do you stay?”
- “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:
- What nearly stopped you from buying?
- What convinced you to go ahead?
- 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.