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Last Update: Thursday July 29, 2021

Key Idea: Ask Customers What They Think

In the PS of this episode we learn that extraordinary customer service takes work.  More...  

Key Question:


Put customers in the drivers seat.

Texas Jet is not the best at what they do by accident. Note: See the entire episode we did on this company to learn much more about its extraordinatry customer service.

What does Texas Jet do to make it easy for customers to provide the company with ideas?

A: Every pilot who stops in to re-fuel is mailed a thank you note along with a customer survey card. The survey is printed on a card with return postage paid. The response rate is 33%! This is an amazing percentage and we think it is due to the simplicity of the process. The pilot first is flattered because of the thank you note then asked to check some boxes and maybe write a sentence or two. The pilot doesn't have to find an envelope or a stamp either.

The big problem with most customer feedback is it either takes too long or it looks like it is going to take too long. As we all know: perception is reality. If your system for accertaining how customers think is bulky, complicated and time-consuming you're dead in the water.

Think about it

What do you do now to illicit customer thinking? What could you do to improve it? If you don't do it, why not? Should you?

Clip from: Omnex Accounting

Dearborn, Michigan: Meet Ahmad Chebbani. He introduces new Arab Americans to the real heart and soul of their new country.   He represents the United States of America to Arab leaders around the world and helps them to see the profound goodness of this country and to dispel the images they learn from Hollywood and Madison Avenue.

Ahmad Chebbani and his wife, Michelle, began their accounting business in 1987. Today, they are the busiest single tax preparation office in the USA.

Meet the people of Omnex Accounting. This team makes filing tax returns for 3,500+ individuals and 600+ businesses look easy.

Go to all the key ideas and videos of the episode...  
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Texas Jet

Reed Pigman, President

200 Texas Way
Fort Worth, TX 76106

Visit our web site:

Office: 8007764547

Business Classification:

Year Founded: 1978

Ask Customers What They Think

HATTIE: (In the Studio) Texas Jet is a fixed-base operation at Meacham Field on the north side of Fort Worth, Texas. Every pilot who stops here gets red-carpet treatment and they are mailed a thank you note with a customer survey card enclosed. The survey is printed on a card with return postage paid. Owner, Reed Pigman, says this technique gets him a 33% response rate. Staying in touch with customers, listening to their ideas, and saying thank you, is at the root of Reed's success.

This idea is good for growing companies and also for the 15 million of you out there who operate a company of one. Don't ever be afraid to ask customers what they think.

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