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The most valuable thing that a firm can find out is what the customers want and what they do not want. Their sales habits and selections will gradually tell you what they like and do not like, but there is more to find out from your customers. Try asking them one these questions.
Q. What is the main reason that you come to our store?
Q. What is the main reason that you shop our website?
Q. What is the main reason that you hire our services?
You can try to have the cashiers ask the question but they are not capable of treating the question seriously. They are busy and the customers see that, so the answers are hurried and not genuinely delivered or believed.
Try placing people at the exit or just outside the door to randomly ask whichever question is appropriate for your company. For website companies, call the customer or email them and ask for feedback. You want to encourage complaints also. Leave the comments open for them to vent.
Here are some comments you might hear which beg for follow up:
- I come here because your prices are generally lower. There are a couple of items that are too expensive but overall most are cheaper.
- I go to your store only for a couple of items the other store across the street does not carry. I go there because of the double coupons, otherwise I prefer your store. (Double coupons?)
- I come here for the produce. I do not buy any meat because it is overpriced. (Note: What is wrong with the meat department?)
- I come here for my husband’s suits. He likes your particular brand. I do not buy anything else here that I can think of. It is easy to check out of that department. That is why I do not go into the other parts of the store. If I go to other parts and try to shop, you can never get out. (Note: How fast does it take to check out of your store at any given time period.)
- I come here to get my car serviced. I looked at the cars on the lot but the warranty period I believe is too short on your used cars. I wish you sold an extended warranty. (Note: Your automotive sales needs to review the warranty programs that are in place.)
- I tried to order online but I could not get the website to work. I could not find any telephone number listed so I gave up. (No telephone number on the website?)
- I shop on your website because I get lousy service in your store that is on my side of town. I would shop there but can never get out. I don’t know why they can never have enough cashiers. I gave up trying. (Note: What is wrong with the store he is mentioning? Is this the first complaint heard about that store?)
- I buy some things from your website but I do not buy everything there because some things I want to see first. I tried to buy some tools once without seeing them and they were not what I can use. I tried to turn them back in and it was a nightmare. I will not do that again. (Note: What is wrong with your return policy for a website?)
- I hired your firm because after four tries with your competitors, I could not get a firm answer on what the price was going to be. You were straight on the price and you were competitive. I got a lot of bids but you by far were the cheapest. I never found anyone lower than your price for over four years. (Note: Caution on pricing. Do you want to be the cheapest?)
You should understand that you will get every type of complaint imaginable. Expect it. What you should not ignore are the multiple complaints about similar issues heard during the questions. You will hear comments about issues from customers. These comments may discuss high prices, long waits to check out, lousy service, poor product quality, bad return policies or prices far different from the market. Pay attention to them.
Keep the questions you ask consumers open-ended and teach your surveyors to follow up on small points the consumer finds critical enough to mention.
Consider giving a small gift to the consumer in exchange for stopping and giving you feedback. It can be a coupon for the next visit, a small bag of cookies from your store’s bakery, a cloth carrying bag for reuse or some small product your store features. Make the feedback session pleasant and pay attention to these consumers. Thank them profusely because they most likely will give you more great profit ideas.
