Member Article

Customer feedback model could be key to success

Source Marketing Direct have found that utilising customer feedback is essential to the survival of your business.

The London based marketing and sales firm have developed a five point customer feedback strategy that they say is collecting data which is helping them retain customers.

Asking the customer is at the forefront of Source Marketing Direct’s model. They believe that asking the customer how their experience was, whether they have any questions or comments about the service at the point of sale, will not only make your customer feel valued but give you an idea of how your customers perceive your products and services.

The next step in the model is to be the customer. Mystery shopping means that you can get a better idea about how the customers see your company and how they are able to engage with your services. Source Marketing Direct say that this can be more effective if the time and resources are available to visit your companies major competitors in order to get a better feel for how their business works and highlight any areas you may need to address within your company.

Using interactive focus groups to get feedback about the customer’s perceptions, opinions, beliefs and attitudes towards your products and services can allow you to target and develop any areas which customers feel are not up to standard.

Source Marketing Direct suggest that questionnaires, surveys and complaint forms should be kept short and simple and that they can be done directly, over the phone or by email. The marketing company says that it is important to attain the right information which will benefit your business.

Finally, the model recommends that you ask your frontline staff, those who are in the sales, administration and complaints departments deal with issues day in day out and so often can offer valuable insights into your business.

While asking customers for their feedback is nothing knew, it seems that since the recession, customers buying patterns have changed and have been ignored by many industries.

With high street retailers including HMV, Peacocks, Barrats and Clinton Cards having either sold up their franchises or entered administration, Source Marketing Direct believe that listening to what customers have to say could be a vital tool to help all businesses survive.

Managing Director of Source Marketing Direct said: “I really believe that businesses that stop and listen to their customers, businesses that implement a cohesive consumer feedback regime, will be the ones who come out on top this year.”

This was posted in Bdaily's Members' News section by Francesca Dent .