I’ve just come back from a short break in Cyprus - a bit of sun, a bit of sleep, and as always, a few notes scribbled down on what I could learn and bring back into business.
But it wasn’t until the very end of the trip that something happened that really made me stop and think.
As we were checking out of the hotel, the receptionist didn’t ask me to leave a review.
She didn’t hand me a card with a smiley face and five stars.
She didn’t say, “Please rate us on TripAdvisor.”
Instead, she asked me one simple question:
“What’s one thing we could’ve done to make your stay even better?”
Not in a form. Not in a survey. Just casually, person-to-person.
And that question floored me.
Because it didn’t feel like a request for a rating.
It felt like a request for insight.
It said:
“We care.”
“We want to grow.”
“We know we’re not perfect, and we want your help getting better.”
And it made me think…
Why don’t more businesses ask that question?
Why don’t we?
Instead, most of us chase reviews.
We ask for testimonials, case studies, “Would you recommend us?”
Which is all fine…but it’s rearview mirror stuff.
Asking someone what you could’ve done better isn’t asking for praise.
It’s asking for partnership.
It invites constructive feedback in a way that feels thoughtful, not confrontational.
It turns happy customers into active contributors.
And it shows maturity in your business.
So here’s the challenge I want to set you:
👉 Next time you wrap up a project, finish a job, or deliver a service - don’t just ask for a review.
Ask this:
“What’s one thing we could have done differently to make the experience even better for you?”
You’ll be amazed what people tell you.
Not rants. Not complaints.
Just useful, thoughtful, practical suggestions that help you improve.
Because even when customers are happy, it doesn’t mean they’re silent.
It just means they’re waiting to be asked the right question.
And as I learned in that hotel lobby in Cyprus…
Sometimes the right question isn’t about being praised.
It’s about being open to progress.
To asking better questions and building better businesses,
James
P.S. Try it this week. Ask a customer that one question. And if their answer surprises you…I’d love to hear it.