In
order to have a better view of the way that clients perceive a certain company
or a certain store it is important to offer them a manner in which they can
freely express their own opinion. Some prefer a question asked at the cash
register in which the assistant asks in a direct way if the client was
satisfied with the product. This may be funny once or twice, but in the end,
the client will get totally frustrated with the question. In many cases, some
clients are not that talkative or really would like to avoid talking to perfect
strangers. Even if at first this personal approach may seem appealing, after a
while the whole strategy should be changed. It is known that if a client feels
any aggression or discomfort with a certain situation, it is likely that he
will change his pattern of shopping and choose another brand or store. In this
case a more discreet manner of asking for opinion is required.
In
many stores and shops, the owners have installed a suggestion box which has the simple role of collecting the
suggestions that people have. It should be in plain sight and people need to be
comfortable to its existence. Also they have to be aware that their opinion
will count once it is cast in the box. Many people simply do not want to
complete a survey or write something on a piece of paper because they are
certain that no one would actually read it. The shop assistant could signal the
existence of the box and explain the client that his opinion is valued and for
sure someone will read all the things he writes there. It is also recommendable
to offer a spacious, yet private place near the suggestion box where
people can hold on for a second and write down what they want. Not providing
such a space and putting the box in a rather alienated style in the middle of
the venue will be of no encouragement for people. In this way they cannot find
a proper place to express their own opinion and will pass by the box ignoring
it.
Handling
such boxes may be quite challenging as people have a variety of needs and
expectations. It is improper to say that they actually have all the time in the
world and they would gladly spend minutes just feeling great about completing a
survey. Actually in the real world, people seem to be busy all the time and
making someone fill in a piece of paper is harder than ever before. This is why
it might be beneficial to introduce a certain reward for expressing the opinion.
It will give the whole process the depth it needs and it will stimulate clients
to complete a survey. Many companies are determined to offer a prize to the
most pertinent opinion or organize a contest in which a person who has
participated in the survey will be able to win something.
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