Keeping customers is more important than getting new customers.
After a customer pays you it is your duty to make sure your product works for them. A lot of times, I pay for a product, it just doesn’t work, and I give up. Also the amount is so low (under $30) that I don’t want to go through the hassle of getting a refund. There is absolutely no way I will sign up again for your product.
I’m a big believer in SaaS so recurring customers are built into my business model. However, almost all businesses rely on repeat business. For example coffee shops (Starbucks), lawyers, big box retailers (Best Buy), iPhone games (Tiny Wings), and almost any business that wants to stay in business needs repeat business.
Some companies do this really well. They follow up with you and ask about your experience. They ask simple questions like “Did you like our service?” or sometimes even more specific questions like “Did your file send successfully for your last campaign?”
Even generic survey/question asking for feedback is better than nothing.
Other companies (most) don’t even think of asking. They think that the sale is over as soon as the first sale is over. Time to move on and impress the next customer. NO!, the sale is never over. Ask for feedback, improve your products, keep that customer coming again, again. That is the key to building a successful customer focused billion dollar company.