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Voice of the Customer

London based marketing and sales firm Source Marketing Direct has developed a five point customer feedback strategy which it maintains will help organisations achieve the Holy Grail of retaining customers.

So without further ado here is the five point plan:

  1. Ask the customer: at the point of sale ask the customer how their experience was, whether they have any questions, or any comments about how the service could be improved.
  2. Be the customer:  mystery shopping allows a first-hand experience – really effective if time and resources allow for major competitors to be 'shopped' as well.
  3. Focus Groups:  use interactive group settings to get feedback about consumer’s perceptions, opinions, beliefs, and attitudes towards the product/service.
  4. Questionnaires/surveys/complaint forms:  keep them short and simple, this can be done directly, over the phone or via email, mobile or social.
  5. Ask front line service staff:  ask the people in the sales team, in the administration team, in the complaints department. They know best what is going on and can have some extremely valuable insights into your business.

While asking customers for their feedback is nothing new, it seems that since the recession, customers buying patterns have changed and have been ignored by many industries.

With high street retailers including HMV, Peacocks, Barrats and Clinton Cards having either sold up their franchises or entered administration, Source Marketing Direct believe that listening to what customers have to say could be a vital tool to help all businesses survive.

Managing Director of Source Marketing Direct said: “I really believe that businesses that stop and listen to their customers, businesses that implement a cohesive consumer feedback regime, will be the ones who come out on top this year.”

 

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