Several years ago, I read Jackie Huba and Ben McConnell’s terrific book, Creating Customer Evangelists. Their message resonated with me, and it’s mantra has long been integrated into our consulting philosophy working with small businesses and non-profits organizations. In their book, the very first rule of thumb is to "continuously gather customer feedback."
This week, while wrapping up my weekly grocery shopping trip at the local Sunflower, our independently owned grocery store, the bag boy said (yes, they actually pay young men to carry your bags and load them into the car), "Can I ask you a question?" Of course I said "yes." He said, "Why do you shop at Sunflower?" I looked at him kinda funny (you can imagine the wheels were turning in my head), and he said, "I mean, why here and not Wal-Mart?" So, I gave him my feedback (of course I had some): it’s locally owned, the store isn’t huge, I can find what I need, get in and out quick, people are friendly, meat department is the best around, and of course, the service – the customer experience – checkout, bagging, loading into my car… He smiled and said, "Great. That helps a lot. Have a great day ma’am."
Now, there’s a new twist on the customer survey. I can’t tell you how many of business owners have told me that they couldn’t get their sales associates to ask those questions – the "how did you hear about us" or "what made you choose our store over another" or "what was the best part of your experience today?" questions. But you can. There is no excuse. If the local Sunflower grocery store can get their bag boys to ask customers those questions while carrying bags to their cars, any business can achieve this. Compile that information – and do something with it.
Small business marketing tip: Be bold and gather customer feedback – not just on written surveys, but verbal ones. Let your customers know you listened and tell them what you did with the information. All of a sudden, your customers will become more engaged, more loyal and start, well, evangelizing about your business.
That is a great story!
Now I wonder what they will do with all the data that the bag boys gather : )
Yes, Jackie, I’d like to talk to the owners and just see. But I understand there is actually some change recently in their customer service, so maybe that will be communicated with their customers well and the feedback value will be obvious…