A Matter of Opinion
Generating customer feedback
With the focus today on customers' experiences, how can you get good feedback? "Direct consumer feedback need not be expensive or overly complex," explains market researcher Jeffrey G. Jordan of 1-on-One Marketing Associates in San Diego. Familiar research tools include mystery shopping, customer comment cards, on-site intercepting, Web site evaluation and toll-free phone numbers.
Teen retailer Hot Topic encourages comments through its Web site (which gets almost 800,000 hits per day) and through in-store comment cards. Car rental company Avis features a feedback section on its Web site and even requests customers' contact information in order to send a response.
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