Find Out What's In Your Customer's Mind

When you have accurate, balanced and worthwhilesaying, "We want you! Your ideas, preferences, and
information from your customers, you put yourselfconstructive contributions will be evaluated and fed into
ahead of your competition in the marketing stakes.the development process. So tell us about your
Here are 6 ways to get this information.impressions and ideas for the new Beetle. We'll do our
1. Ask Them. The simplest way to find out whatbest!" The result? Air-conditioning as standard and
people want from your service or product is to askoptional lighters and ashtrays. Who would have
them. That's what the hairdresser does when he says,guessed?
"How would you like your hair, sir?". The trouble is,5. Usage Statistics. The most important current
most service-providers assume they know whatinformation on whether your customers are satisfied
people want. When hotel customers are asked whatwith your service or not is whether they continue to
they want for their breakfast and then the waiting andbuy from you or use you. However, while information
catering staff are asked what they think the customeron sales may be an accurate indicator of how well
wants, the answers are invariably different. Alwaysyou are doing at present, it is no guarantee that you
ask and act on the answers.are delivering the product or service that the customer
2. Be Your Own Customer. One of the most obviousreally wants. It may be that you are at present the
but underused ways to find out what your customersonly supplier in the market, or that you are the
experience when they use your service is to be acheapest or the most convenient.
customer yourself. You can do this by walking the6. Your Front-Line Staff. Your front-line staff are the
customer journey one step at a time and seeing thingsmost resourceful and reliable, as well as the least
through your customer's eyes. You can even act ascostly, of your customer feedback sources. Front-line
one of a special group of customers - such as astaff should be encouraged to build strong relationships
person in a wheelchair, or someone whose firstwith customers so that they feel free to share how
language is not English - and see how you're treated.they feel about the service. It is then for front-line staff
3. Focus Groups. Focus groups are representatives ofto feed back important information for improving
customers whose job is to provide you withcustomer care and for managers to make use of
information on their needs and preferences. Whenwhat they tell them. There is also a value in looking
Selfridges Food Hall in London's West End used aafter front-line staff. The supermarket chain,
focus group to review their customer needs, theySainsbury's, discovered a direct connection between
discovered that they had three different types ofcustomer satisfaction levels and front-line staff
customer: locals who wanted personal attention;satisfaction levels. Each year it carries out customer
after-work shoppers who wanted convenience; andsurveys and staff surveys. Those stores where
tourists who wanted something special.customer satisfaction is high are invariably the same
4. Questionnaires and Surveys. Getting customers tostores where staff satisfaction is high.
put their thoughts in writing on a questionnaire orYou may deliver the best service in the world. But if it
survey is one of the most well-established feedbackis not what people want, you're wasting your time.
techniques. That's because, when well-conducted, itImplement one, two, three or all of the above
works. When Volkswagen designed the new Bug,techniques, and your service and product will improve
they sent their existing customers a detailed surveyovernight.