what your customers think of you
really want to improve your department and the way you do
business, ask your customers for their honest opinions of your
store and staff.
The ways in which
customers are treated by you and your staff and the opinions
they form of your department can make or break your business.
The best way to find out what they think is to ask
them. Have a customer survey available at your counter, and ask
each customer for his or her participation. You also can
distribute a survey by mail or e-mail.
Remember, though, that with direct mail, the return rate is
not always high, so here are some things to do that should
increase the return rate of direct-mail surveys:
• Include a brief introduction telling why you are
conducting the survey. Let customers know that you value their
• Create a sense of urgency. Let customers know that you
would appreciate their responses by a certain date, and include
a thank-you reward for returning the survey, such as a store
coupon, gift certificate or small gift.
• Include either a self-addressed, stamped envelope or one
that has prepaid postage. Customers are more likely to
participate if it does not cost them anything to return the
The customer survey on this page will give you an idea of
the types of questions you should ask. Use it as is, or
customize it to better serve your needs.