It's important for customers to receive an immediate, tangible benefit for sharing information. Yet, when the concept of body scanning and mass customization was explained to show how this would let them avoid the time-consuming process of trying on clothes, they were much more positive. The survey found that 52 percent of the respondents prefer to respond to retail questionnaires by mail. By comparison, just 20 percent like filling out questionnaires over the Internet and 14 percent favor completing them in stores. Only 4 percent of the respondents like to conduct phone surveys.
Customer management is key here.
The retailer that knows its customers, builds trust, and caters to their needs without being intrusive is the one that wins long-term. IU and KPMG commissioned this survey in March 1999. The study is based on written interviews with 2,413 consumers who reflect the demographic and geographic profile of the U.S. population. KPMG LLP is the U.S. member firm of KPMG International. In the United States, KPMG partners and professionals provide a wide range of accounting, tax and consulting services.