Logs provide a step toward knowing your customer, but more can
be done:
Survey says: In this morning's e-mail, I got a
discount coupon from Amazon . . . with a string attached. If I
answered a half-dozen multiple-choice questions, I would earn a $15
credit good on any electronics item sold by the company. Through
highly specific questions about competitors and Amazon's own
product offerings, prices and service, Amazon picks up valuable
insight into the thinking of customers and competition. Why
aren't you doing likewise?
Don't wait to put a survey on your site-do it as soon as
your site is up and running. Keep it short and offer a tangible
reward. Choose, say, 10 or 100 customers. Then-and this is
crucial-read every answer that comes in. If you want to find ways
to run your business better, look at it the way customers do.
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Mail time: Read and respond to as much customer e-mail as
possible, because it too opens a real window on customers and their
motivations. Sure, for every customer who has good things to say
about you, nine will write with complaints, but read it, absorb it
and stay alert to trends. If one person complains about your
packaging materials, it's no big deal. If 10 do and you only
sent out 12 orders last week, you have a problem-but the great
thing is that now you also have the opportunity to fix it.
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