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Often times our customers have the answers to many of the problems
in our business, if we stop long enough to listen. Many of you have
heard my mantra for years-"Take your customers to lunch, and
they'll tell you how to run your business!"
At McKinley Companies, we see the results of our
own advice. Twice a year, our publishing company invites 7 to 10
customers to a dinner meeting, for three to four hours. We feed
them well, but mostly we listen well. These customers put a human
face on how we're coming across out there. They also help us gauge
how we're comparing with our competition.
Even with this customer advisory group in place,
we still seek feedback from outside the company. During our big
trade show at our national convention, we host one or two focus-group
breakfasts. The focus groups meet only once, never to be reassembled
again, unlike our ongoing advisory group. These focus groups allow
us to truly bring in multiple perspectives nationwide. They're great
mind-stretching (and mind-boggling!) experiences.
So what do we talk about? We always have a tight
agenda, a timekeeper, and emotional security, so that all opinions
can be openly expressed without fear of criticism. The crux of a
successful meeting is asking the right questions. Here are ones
that have worked well for us:
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What have we done lately to impress you,
our customer?
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What have we done lately to turn off you,
our customer?
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What should we change when we print our next
catalog (brochure, major marketing piece)?
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What should we keep the same when we print
our next catalog (brochure, major marketing piece)?
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What are your favorite products/services
provided by our competitors?
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What features do you like about those products/services?
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What trends are you noticing in your profession
that will impact your choice of products/services?
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What technological changes are going on in
your workplace? How are they affecting the way you do business?
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When you tell others about our company, how
do you describe us?
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What is the biggest factor that influences
your buying decisions: price, quality, or service?
The answers provided for these questions will guide strategic
planning, continuing education priorities, and budgetary processes.
Organizations who truly listen to what their customers and members
are saying are well on their way to continuous quality improvement.
The food will be gone in a day, but the value of the lunch you
buy our customers will pay off for years to come.
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