All too often, we make decisions on business policies and procedures based on “the way we are” rather than really, the way things are.
No one shops after 5 pm in my area, so no sense staying open any later. If I allowed returns, people would wear stuff and bring it back. But everyone loves Fluffy, they come in just to pet her!
Now, assuming that because you‘ve not shopped after 5pm in the last few years, what with gymnastics class and getting dinner on the table for the kids, that no one does; basing broad business decisions on the fear of being occasionally taken advantage of; or using a “Love-me-love-my-pets [child, incense, music]” attitude might be excusable for the wannabe shopkeeper who’s daydream-planning a maybe-business with her friends or in her diary.
Auntie Kate The Resale Expert 
Sales are the best indicator of how things are perceived by your customers. If sales are growing, then you’re most likely doing things right. If sales are flat or falling, it’s time to survey your customers to find out what they want done differently.
I have to admit that I have made decisions on what I perceive is best for my customers. Then I send out a survey and find out that sometimes I am right on and other times I find I need to adjust things.
You are SO right! It’s all so tempting, Pat, to believe that we KNOW our customers’ preferences based solely on what we observe day-to-day. And like you say, often we are right on the money and other times we’re really wrong. I’m sure that’s because we all practice “selective” hearing and memory… we tend to work with what we WANT to hear and remember.
Hope this post has helped you!