Mystery Shopping: The Customer Wish List
Do you know for sure what would be on your client’s or customer’s wish list? You know what is on your child’s list, on your mom’s list, and of course, on your list! But have you taken the time to ask your customers what they would like for the holiday, OR all year round?
Most marketers tend to think in terms of store or branch environment, product selection, product pricing, etc. But there are lots of little things about each service establishment (be it retail, banking, housing, dining, day care, and more) that does make you different from the rest. Instead of assuming you have what most of your clients want, why not ask? Including a customer perspective in your mystery shops or surveying your customer base will assist you in knowing what is on that customer wish list.
Consider asking questions such as:
1. “What, if we stopped doing it, would make you love us more?” This seems odd, but it’s much easier to stop doing something than to start doing something new.
2. “What, if we stopped doing it, would make you leave us forever?” Again, what should we never stop doing, rather than what more should we do for you?
3. “What would you tell your best friend about us?” This teaches you something about how you are positioned in the world.
There are lots of wishes going on this time of year; include knowing what your customer’s wishes are in your budget for next year!
Our thanks this month to guest blogger, Diane Sweeney. Diane has been with Market Viewpoint for 10 years and is currently VP of Operations with our firm. Diane has worked in marketing and human resources for all of her career. She also runs a nutrition consulting firm, Healthy Solutions. Her life-long love of writing now has a venue as she blogs for Market Viewpoint, her own website, and those of friends. The service industries and the health of the human spirit are topics close to her heart.
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