How to Get Feedback Data You Can Use

Your customers know what they want and expect from you. They know what your brand stands for, what they expect to find in your catalog and on your Web site, and the average prices for your merchandise. They’re also savvy about the quality and level of customer satisfaction they can expect from you.

Your job, meanwhile, is to determine if you’re retaining your focus in customers’ eyes. Are you still providing the products or customer service they want? Are your copy and graphics lacking in what customers need to know before they make their purchase decisions? Do customers think your prices no longer accurately reflect their perceived value of your merchandise?