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Article #281: Find Out What's In Your Customer's Mind

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When you have accurate, balanced and preferences, and constructive
worthwhile information from your contributions will be evaluated and fed
customers, you put yourself ahead of your into the development process. So tell us
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,






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