Catalog Doctor: Intense, Competitor Analysis

THREE: Become a Customer

Are you delighted?

Denny Hatch defines marketing as “the business of acquiring customers and continually delighting them.” Learn your competitors’ “delight factor” (and your own) by becoming a customer and ordering regularly.

Important: Write everything down.

Tally the quantitative:
■ number of rings to answer;
■ time on hold;
■ time on the call;
■ number of products in stock;
■ number of products out of stock;
■ time for order to arrive; and
■ correct product shipped.