If you travel to your customers, dedicate a percentage of your visit to collecting suggestions for improvement. Your receptionist is perfectly positioned to capture customer comments or ask customers quick satisfaction questions. Customer service 800-number lines should have systems in place to log the problem, the solution and customer identity information. Customer Comment Cards Postage-paid cards are an inexpensive way to gather feedback not otherwise available. Postal mail delivery time means the complaint has been simmering for days before you receive it.
Customers often view no response as worse than the original slight.
Focus Groups Gather a new group of five to eight customers ever 90 days for one or two hours. Provide refreshments, remuneration and be prepared with questions, new product offerings and an open ear. Remember, the less defensive you are, the more you will learn. If done properly, telephone surveys can be an inexpensive way to impress customers. Most are flattered that the company singled them out for their opinions.