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Divide the incoming
information into categories (Reliability, Responsiveness, etc.) Prioritize categories and sub-categories - You want to know what your customers consider most important so that you and your staff can address these issues in order of importance to the customer. The point is to organize the information in such a way so that you and your staff can easily see and understand what customers expect from you and therefore, where to make improvements. Many retailers are so focused on day-to-day concerns that they find it very difficult to do this kind of research and make the assumption that they already know what customers expect, most likely based on the complaints they hear. The problem with this is that it does not address the unspoken issues which are 90% of customers concerns and wishes. Making assumptions makes it very difficult to address the issues that will help you grow your company rather than simply continuing as you are now. |
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