Let me put your mind secure. You don't have to reach out to everyone about everything simultaneously. Frankly, you shouldn't reach out to everyone unless you're asking about a single issue. If you have a complex or strategic issue, ask a subset of customers. Let's look at both approaches.
Account growth. If some of your customers purchase from you and from your competitors or they do work in-house that could be outsourced to you, you have under-performing accounts. In other words, there's a real opportunity for account growth, but a barrier is in the way. Leaving that barrier in place leaves money on the table.
Is the problem your under-performing customers are dissatisfied and their retaliation is to purchase from you when they have no other choice? Or are they forced to second-source, and you're it? Or do they not know the full range of what you offer, and somebody else's salesperson closes sales your salesperson or account manager should be closing?
Opening this can of worms could be unpleasant in the moment if a customer is upset with your company, but hearing them out and addressing their complaints is often worth the reward. The steps it takes to turn around one dissatisfied customer just might improve your standing with other dissatisfied customers.
Market share. If your issue is slow market share growth, reach out to your newest customers. Talk to them about what they were looking for, how they found you, why they gave you a chance and what they think so far. Work to understand the buying process from the point of view of those who did what you want more prospects to do.
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