PROFIT editor Ian Portsmouth talks to Lisa Shepherd, president of The Mezzanine Group, a business-to-business strategy and marketing company based in Toronto, about customer satisfaction business metrics.

Asking customers their opinion about your business or product is essential to improving retention and increasing sales. But how you solicit and measure that feedback can have a dramatic impact on your results.

Shepherd reveals what the best practices are around soliciting customer feedback so you get reliable information, including the best question to ask customers and when is the right time to ask for customer feedback to ensure honest answers.

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