| When you have accurate, balanced and
| |
| | preferences, and constructive
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| worthwhile information from your
| |
| | contributions will be evaluated and fed
|
| customers, you put yourself ahead of your
| |
| | into the development process. So tell us
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| competition in the marketing stakes. Here
| |
| | about your impressions and ideas for the
|
| are 6 ways to get this information.
| |
| | new Beetle. We'll do our best!" The
|
| 1. Ask Them. The simplest way to find out
| |
| | result? Air-conditioning as standard and
|
| what people want from your service or
| |
| | optional lighters and ashtrays. Who would
|
| product is to ask them. That's what the
| |
| | have guessed?
|
| hairdresser does when he says, "How would
| |
| | 5. Usage Statistics. The most important
|
| you like your hair, sir?". The trouble
| |
| | current information on whether your
|
| is, most service-providers assume they
| |
| | customers are satisfied with your service
|
| know what people want. When hotel
| |
| | or not is whether they continue to buy
|
| customers are asked what they want for
| |
| | from you or use you. However, while
|
| their breakfast and then the waiting and
| |
| | information on sales may be an accurate
|
| catering staff are asked what they think
| |
| | indicator of how well you are doing at
|
| the customer wants, the answers are
| |
| | present, it is no guarantee that you are
|
| invariably different. Always ask and act
| |
| | delivering the product or service that
|
| on the answers.
| |
| | the customer really wants. It may be that
|
| 2. Be Your Own Customer. One of the most
| |
| | you are at present the only supplier in
|
| obvious but underused ways to find out
| |
| | the market, or that you are the cheapest
|
| what your customers experience when they
| |
| | or the most convenient.
|
| use your service is to be a customer
| |
| | 6. Your Front-Line Staff. Your front-line
|
| yourself. You can do this by walking the
| |
| | staff are the most resourceful and
|
| customer journey one step at a time and
| |
| | reliable, as well as the least costly, of
|
| seeing things through your customer's
| |
| | your customer feedback sources.
|
| eyes. You can even act as one of a
| |
| | Front-line staff should be encouraged to
|
| special group of customers - such as a
| |
| | build strong relationships with customers
|
| person in a wheelchair, or someone whose
| |
| | so that they feel free to share how they
|
| first language is not English - and see
| |
| | feel about the service. It is then for
|
| how you're treated.
| |
| | front-line staff to feed back important
|
| 3. Focus Groups. Focus groups are
| |
| | information for improving customer care
|
| representatives of customers whose job is
| |
| | and for managers to make use of what they
|
| to provide you with information on their
| |
| | tell them. There is also a value in
|
| needs and preferences. When Selfridges
| |
| | looking after front-line staff. The
|
| Food Hall in London's West End used a
| |
| | supermarket chain, Sainsbury's,
|
| focus group to review their customer
| |
| | discovered a direct connection between
|
| needs, they discovered that they had
| |
| | customer satisfaction levels and
|
| three different types of customer: locals
| |
| | front-line staff satisfaction levels.
|
| who wanted personal attention; after-work
| |
| | Each year it carries out customer surveys
|
| shoppers who wanted convenience; and
| |
| | and staff surveys. Those stores where
|
| tourists who wanted something special.
| |
| | customer satisfaction is high are
|
| 4. Questionnaires and Surveys. Getting
| |
| | invariably the same stores where staff
|
| customers to put their thoughts in
| |
| | satisfaction is high.
|
| writing on a questionnaire or survey is
| |
| | You may deliver the best service in the
|
| one of the most well-established feedback
| |
| | world. But if it is not what people want,
|
| techniques. That's because, when
| |
| | you're wasting your time. Implement one,
|
| well-conducted, it works. When Volkswagen
| |
| | two, three or all of the above
|
| designed the new Bug, they sent their
| |
| | techniques, and your service and product
|
| existing customers a detailed survey
| |
| | will improve overnight.
|
| saying, "We want you! Your ideas,
| |
| |
|
