Let's face it. Customers are more mobile, more educated, less loyal and more difficult to manipulate than ever before. The spread of shopping via the Internet will only intensify this trend. Knowing who your customers are and what they really want is an increasingly critical ingredient of success.
Collect Customer Feedback
Techniques for gathering feedback and their prime advantage:
Mail or phone surveys: reliable and easy to analyze
Focus groups: much more detailed information
Customer visits: offers insights that customer may not realize
Trade shows: cost-effective, easy to plan and targeted market
Toll-free numbers: immediate understanding of problems, real-life data
Mystery shoppers: accurate picture of customer perspective
Debriefing front-line staff: wealth of information at company fingertips
Customer contact logs: easy to collect and analyze.
Identify Your Best Customers
Who buys most?
Who buys most often?
Who is most loyal?
If you can see what characteristics these customers have in common, perhaps you can find others like them.
Find Out What Customers Value Most
Their answers may surprise you. It may not even be what you think you are selling. Listen carefully. It could be convenience, not speed. It could be selection, not quality. It could be sales advice, not after-sales service.
Remember Lost Customers
Lost customers can tell you a lot if you can find them. Check old order books and invoices - or rack your memory - and then make a few calls or send out some survey letters. Find out what's happened to them, who they buy from now and why they no longer consider you.
