Latest Volkswagen cars


Find Out What's In Your Customer's Mind

When you have accurate, balanced andsurvey saying, "We want you! Your ideas,
worthwhile information from yourpreferences, and constructive
customers, you put yourself ahead ofcontributions will be evaluated and fed
your competition in the marketinginto the development process. So tell us
stakes. Here are 6 ways to get thisabout your impressions and ideas for the
information.new Beetle. We'll do our best!" The
1. Ask Them. The simplest way to findresult? Air-conditioning as standard and
out what people want from your serviceoptional lighters and ashtrays. Who
or product is to ask them. That's whatwould have guessed?
the hairdresser does when he says, "How5. Usage Statistics. The most important
would you like your hair, sir?". Thecurrent information on whether your
trouble is, most service-providerscustomers are satisfied with your
assume they know what people want. Whenservice or not is whether they continue
hotel customers are asked what they wantto buy from you or use you. However,
for their breakfast and then the waitingwhile information on sales may be an
and catering staff are asked what theyaccurate indicator of how well you are
think the customer wants, the answersdoing at present, it is no guarantee
are invariably different. Always ask andthat you are delivering the product or
act on the answers.service that the customer really wants.
2. Be Your Own Customer. One of the mostIt may be that you are at present the
obvious but underused ways to find outonly supplier in the market, or that you
what your customers experience when theyare the cheapest or the most convenient.
use your service is to be a customer6. Your Front-Line Staff. Your
yourself. You can do this by walking thefront-line staff are the most
customer journey one step at a time andresourceful and reliable, as well as the
seeing things through your customer'sleast costly, of your customer feedback
eyes. You can even act as one of asources. Front-line staff should be
special group of customers - such as aencouraged to build strong relationships
person in a wheelchair, or someone whosewith customers so that they feel free to
first language is not English - and seeshare how they feel about the service.
how you're treated.It is then for front-line staff to feed
3. Focus Groups. Focus groups areback important information for improving
representatives of customers whose jobcustomer care and for managers to make
is to provide you with information onuse of what they tell them. There is
their needs and preferences. Whenalso a value in looking after front-line
Selfridges Food Hall in London's Weststaff. The supermarket chain,
End used a focus group to review theirSainsbury's, discovered a direct
customer needs, they discovered thatconnection between customer satisfaction
they had three different types oflevels and front-line staff satisfaction
customer: locals who wanted personallevels. Each year it carries out
attention; after-work shoppers whocustomer surveys and staff surveys.
wanted convenience; and tourists whoThose stores where customer satisfaction
wanted something special.is high are invariably the same stores
4. Questionnaires and Surveys. Gettingwhere staff satisfaction is high.
customers to put their thoughts inYou may deliver the best service in the
writing on a questionnaire or survey isworld. But if it is not what people
one of the most well-establishedwant, you're wasting your time.
feedback techniques. That's because,Implement one, two, three or all of the
when well-conducted, it works. Whenabove techniques, and your service and
Volkswagen designed the new Bug, theyproduct will improve overnight.
sent their existing customers a detailed



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