Survey Says...
- Today's consumer research extends beyond comment cards and surveys
By David Lipton
How would you describe your visit to our establishment today? It's
a question restaurants often ask patrons on comment cards or paper
surveys when searching for insight into customer satisfaction. But
do the answers provide the kind of information you truly need? While
ambiguous questions on comment cards may be answered with high praise
or harsh criticism, repeat customers who are consistently satisfied
with your product are usually silent. They often see no need to
comment because they like the way things are. This isn't to say
that traditional surveys and comment cards aren't effective research
tools - they can be extremely useful, but it's important to ask
simple, direct questions.That said, even with a well designed comment
card, people are often in a hurry and may end up jotting down answers
that are poorly explained. A good variation on this approach, then,
is an online "comment card" program allowing customers
to provide feedback via the Internet at their leisure. Still, it's
unfortunate that many companies never seek any other consumer research
alternatives, especially when there's a veritable universe beyond
paper surveys and comment cards.To make an educated choice as to
which method will be most beneficial to your operation, you should
conduct research before you research.Following are some examples
of research methods beyond the realm of the comment card:
Focus Groups
A focus group essentially pays people for their opinions, and it
requires a carefully coordinated team effort.You need to find a
way to bring the right mix of people together: those who have heard
of your company, those who haven't, those who love your service,
and those who could care less. After gathering the guinea pigs,
plan your approach. But be warned - "focus" must be the
key word in focus group. It's important to know what you need from
your participants beforehand and be sure to hire a skilled leader
to keep the group on track.
Follow-up Interviews
Verbally surveying customers after they've made a purchase has
proven to be successful and has great public relations benefits,
as it makes customers feel appreciated. Personal interviews require
more time and have a higher cost associated with them, while phone
interviews can be conducted quickly and allow you to reach more
geographical areas.
Exit Interviews
Exit interviews are simple to coordinate and execute. The idea
is to question people as they leave your establishment, focusing
on those who exit empty-handed. There are two important requirements
for this to be effective: ask relevant questions, and employ a highly
skilled interviewer to keep interviewees on your doorstep for the
necessary time.
Rap Sessions
Rap sessions involve bringing staff together in a neutral setting
with an unbiased mediator who can lead them through a group discussion
of operational procedures, company policies and customer service.
Understanding the employee point of view and listening to their
ideas can be an enlightening process.
Mystery Shopping
Mystery shopping is a way to look at your operation from the customer's
perspective. Mystery shoppers can make anonymous monthly visits
and score your establishment according to a checklist created for
your company, tailored to your customer service goals. This method
provides great insight into how your business is operating when
the manager is absent, and can let you know how employees are serving
customers.
Competition Analysis
Don't neglect the other side of the fence. You can learn a lot
from your competition by simply asking the right questions. How
does their service differ from yours? What about their atmosphere?
Are you competing for the same market? A visit to the competition
allows you to compare them against your own standards to determine
how you fare.
Overwhelmed? Don't be. Each of these methods can be used successfully
in the right situation with the proper planning. Hiring a research
professional can also help to drastically reduce costs and frustration,
as these professionals can help you use the outcome of the research
to its maximum potential, allowing you to clearly focus on staying
ahead.
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