Put a survey on your website. Your website is an excellent place to gather data, because web surveys are common and can be quick and easy for visitors to complete. Ask for comments or ratings on what your site offers, suggestions for future content, and general information about current buying and future needs. Use the information to make your website more customer friendly, as well as to better target the products and services you offer. Survey your former customers.
Every company loses long-time customers.
Knowing why they left can help you identify problems that might be causing others to leave, as well. And many former customers will explain why they stopped buying from you if you ask them. Review the marketing materials you use now and you'll find plenty of opportunities to gather valuable customer data. For more information about creating effective surveys or questionnaires, check with your local library or your favorite bookseller for books on survey techniques, and read next month's cover story in Touchstone on marketing research and competitive intelligence.