Automatic Merchandiser

APR 2013

Automatic Merchandiser serves the business management, marketing, technology and product information needs of its readers including vending operators, coffee service operators, product brokers, and product and equipment distributors in print.

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MARKET RESEARCH Why customer surveys are a must By Vicky Hudson, Contributing Editor In a highly competitive market, like vending, surveying customers is necessary to provide the best service. V ending operators are always looking for new ways to retain customers and grow revenue, especially in this increasingly competitive economic environment. One way is to improve customer conveniences and improve the overall customer experience. To do this, many in the industry rely on knocking on doors, cold calling and standard selling strategies. One tactic that operators often overlook is surveys geared to their customer base. Surveys are used frequently, if not constantly, by hundreds of large com18 Automatic Merchandiser panies who sell consumer products and services. However smaller frms, like many in the vending industry, often overlook this fundamental component of market research or simply do not understand its effectiveness as a business tool. They may also believe surveys are too expensive when, in reality, survey programs can be tailored to be affordable for the small business owner. Operations improvement A customer survey can provide real nuggets about business operation VendingMarketWatch.com April 2013 Know more about how to improve service by asking customers first. and areas for improvement. Operators may learn their sales approach is not as professional as those of their competitors or how a location rates the operation's service response time compared to expectations. A survey would indicate whether micro markets or cashless readers would be well received, and ultimately increase revenues. The information gleaned can indicate overall strengths and weaknesses and help establish a baseline for better performance. Marketing effectiveness Customer surveys can also reveal the effectiveness of your marketing strategy. Do customers understand the operation's marketing message? Do they visit the website and/or read the sales brochure? A survey can help direct or reinforce a marketing plan, such as whether an operator should add social media. CONTINUED ▶

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