“Be sensitive to your customers’ judgments.

🔸 Jim Blythe writes in the book 100 Great Marketing Ideas: In marketing—especially in services marketing—customers easily judge our products and services and share their opinions, influencing other customers as well.

🔹 Therefore, we must always monitor and evaluate customers’ opinions and judgments about us carefully and never ignore them.

🔹 For example, Artful Diner, a well‑known restaurant critic, tests a restaurant’s restroom before evaluating its food. He believes that if a restaurant’s restroom is dirty, it is highly unlikely that the kitchen is clean—because the restroom is the part customers are allowed to see, so imagine how much worse the parts they cannot see might be.

🔹 Many smart and professional restaurants quickly improved their restrooms after this idea became public, hoping to positively influence customer judgment and evaluation.

🔹 This example emphasizes that for success, we can prioritize these three actions:

◽️ 1. Continuously monitor magazines, newspapers, websites, and social media related to our industry to understand what they recommend to customers and use those insights to improve our business.

◽️ 2. Ask our customers which feature of our product or service matters most to them, then work to improve our performance in that specific area.

◽️ 3. If possible, ask competitors’ customers which feature they like most about them, then try to incorporate that feature into our own business.

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