How often do you ask your customers or clients how well you’re serving them? If your company is like most, the answer is seldom, if at all. It’s easy to confuse the absence of complaints for customer happiness, but they’re not necessarily the same thing. And it matters, because even slightly unhappy customers are much more open to other alternatives. They don’t complain. They just drift away. How can you begin today to systematically check in with customers to make sure they’re happy? It costs little and offers a huge payoff in customer retention; customers are more loyal to companies who ask how they’re doing.