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A Matter of Opinion

Generating customer feedback

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This story appears in the August 2003 issue of Entrepreneur. Subscribe »

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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