Improve your service by completing client surveys and research
from Selling the Invisible: A Field Guide to Modern Marketing by Harry Beckwith
How to Apply This
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Appoint an independent, third-party company to manage your client surveys.
Clients will be more honest if they know they can provide feedback anonymously. Create a survey where customers can score you in different areas. Then you can publish your high scores in marketing materials. -
Conduct oral surveys rather than written surveys,
Oral surveys show more accurately what the client being interviewed thinks/feels, and they have a better response rate than written surveys. -
Never ask, ‘What don’t you like about the company or service?
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Talk to individuals rather than focus groups.
If you’re selling to individuals, talk to them directly.
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