Refocus On Your Customers

Monthly telephone surveys of a small group of maybe 20 customers are quite helpful and provide more in-depth answers. E-mail surveys are also easy and inexpensive to develop, and they provide another means to ascertain customer feelings toward your in-plant.

Another good method of getting feedback is to create a customer advisory committee or user group. Select customers representing all parts of your market, including ones who are very supportive and those who are not as supportive. Schedule quarterly meetings of this group and encourage free and open discussions.