Know Thy Customer Core Competency # 1

Introduction

Know the customer is the first rule of catalog merchandising.

Catalog buyers must understand why and how people use the catalog.

Tactics of how to get to know your customers:

Survey to first- time customers.

Annual surveys to repeat buyers- by mail, phone, and even the Internet- this seeks information on customers and what products they like to see.

Phone contact with customers through telemarketing representatives.

Tactics continued:

Regular dialogue between people in the company about how the aspects in the catalog could be improved.

Customers Focus groups

Customer advisory boards.