Often, a marketer’s perception is that customers are satisfied if they do not complain, but this perception can mask a more common phenomenon: inertia.

Jackie Hubba & Ben McConnell, Creating Customer Evangelists

It’s a common trap to spend all your time thinking about the next member, the next on-ramp, the next potential sign-up.

Those are important, of course, but not more important than spending just as much time (or more) thinking about your current members.

Are they happy?

Are you sure?

How do you know?

One of the reasons folks shy away from actively pursuing answers to these questions is because in the back of our minds lives a little gremlin whose only job seems to be warning us that if we look too closely, we'll see that nobody is happy. We'll see that we’re not doing an excellent job; that if we open up the shades & turn on all the lights, we'll expose every particle of dust & every ugly crack in the walls.

But we know that it costs considerably more to find & convince a new customer than it does to keep the ones we already have.

So wouldn’t you want to know?

Even if it makes you uncomfortable to confront the reality that it won’t always yield good news?

Patrick Cummings