Mitigating risk is what customer due diligence is all about. In-depth customer due diligence is typically the best way for investors to understand customer risk. To accomplish this, Mayfield conducts customer surveys under the seller’s corporate name. We let customers know that the seller is attempting to better understand how to serve them going forward. Open-ended questions reveal in-depth customer analysis of the quality of the product, service or software, their price sensitivity and whether the customer(s) intend to leave – all hugely important.