Don’t waste your dollars on non-believers.

You’ve heard the old saying, “The customer is always right.” Just keep in mind who your audience is. Not everyone is going to love your product or service. Those people are not your target audience, so don’t waste your time and dollars trying to win them over. Get to know your brand believers and what they expect from you. How? Ask! Test. Use comment cards or online surveys. Find out what you can do better—in every aspect—and let them know when you’ve made an improvement.

Take Jeni Britton, president and founder of Jeni’s Splendid Ice Creams, for example. Her goal is to “surprise and delight” her customers. And she does it through lavender and wild berries, coriander and raspberry, and Savannah buttermint ice cream flavors (to name a few). Not only are her flavors fun, but they’re also healthier than other ice creams. Jeni says she makes ice cream for her customers, not for everyone. To keep her customers coming back, she gives them plenty of ways to give feedback, including inviting them to her test kitchen.

We want to know how you have learned from your customers and built lifetime relationships with them. Share your thoughts!