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Numerous research studies indicate the best
way to find out what your consumers would like... is simply
to "ASK THEM"! That's true with existing carwash customers,
too.
Furthermore, the most effective way to conduct
those surveys is with a THIRD PARTY, because most people are
more candid with someone who is not involved with the business.
A third party is someone other than you or anyone else involved
directly with the business. The reason for a "third party" is
to maintain a completely objective demeanor in the collection
of feedback. Staff and family members are too close to the issue
to remain totally neutral.
It's funny but most people will avoid speaking
their mind directly to management mainly because they do not
wish a negative confrontation. Some customers even fear retribution
for speaking their mind. These same people who cautiously avoid
any risk of confrontation will be quite candid when given the
comfort of anonymity, and as a result offer some genuine suggestions
for improvement.
By using an independent research inquirer,
the "neutral" collection of ideas, information, complaints,
and observations often offers a wellspring of marketing direction...
as well as projecting the pro-active image to your clientele
that their thoughts truly matter, and you care about their feelings.
An easy, inexpensive way for you to follow
through with the survey is to select several impartial people
to make the inquiries at varying days and times.
Craft no more than three questions for customer
reaction. Trying to ask too many questions can backfire by causing
a negative response simply due to the delay.
Taking too much inquiry time becomes an inconvenience
most people shun. Have the research staff introduce themselves
as Research Assistants from XYZ Marketing Research, conducting
a survey because the management is seeking better ways to serve
their customers... etc.
Capture all of the feedback through copious
notes on each individual's form attached to their researcher's
clipboard. Be sure that the form is an official Market Research
Inquiry form, so if the customer takes a peek, the integrity
of your mission isn't damaged.
Assure the individuals being questioned that
their identity is optional, and their painfully honest feedback
is the real objective. If, on the other hand, you choose to
capture names and addresses for your database, be sure to send
a follow-up "Thank You" card and gift to each participant.
As an attempt to offset the "WHAT'S IN IT FOR
ME" syndrome, if you do not plan a "thank you reward", simply
forgo attempting to capture the personal information.
Keep It Simple. The more feedback you capture,
the better your chances are for accurate analysis of the study.
Performing these research sorties on a frequent
basis will give you an effective overlay of your ongoing performance.
One caution: If you fail to show conspicuous
change in the areas identified, customers will feel their contribution
was ignored, causing negative consequences.
This marketing suggestion works well in every
business, and especially well in carwash operations where customers
often feel powerless to provoke improvements. Self-serve carwashes
that employ this tactic often get the most dramatic feedback,
notably because the mere presence of "anyone" associated with
a do-it-yourself operation is somewhat unique. I urge you to
take the opportunity to distinguish yourself and your operation
as "the one who truly cares".
Hope this suggestion helps all that try it.
If you need more advice about formulating a questionnaire, just
e-mail me. -Steve Okun SMOKUN@bigfoot.com
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