One of the most flexible tools in the market research toolkit, customer intercepts place Field Agents outside your locations to conduct interviews with customers as they depart. Customer intercept surveys can be oriented toward evaluation, prediction, and validation.
Evaluative customer intercepts give insight into how customers feel about your business, and can be combined with mystery shops to provide a baseline for future research:
Customer intercepts can also be oriented towards the future. Shifts in product, marketing, and brand identity are all costly, and it pays to test the waters before jumping in. Use predictive customer intercepts to find out:
Finally, after investing in improvements to your products and locations, you may want to find out if your customers are aware of the improvements, and more importantly if they are crediting you for them. Customer intercepts can validate:
Product and location format changes
Have you gotten the response you wanted from your changes? Have your customers?
Are your campaigns landing, and with whom? Is it time to double down or fold?
Employee training programs
Have employees' new service behaviors impacted customer perceptions of your location? Should you ramp up or discontinue these efforts?
No, we did not reinvent the mousetrap, and, no, we are not going to tell your bosses that standing outside a building and asking questions is rocket science. It's true, customer intercepts, on the surface, are a very simple concept. But lurking just beneath is a complex and dangerous world where poorly designed surveys and poorly executed programs can lead to inaccurate data and erroneous conclusions.
That's why we leverage our 25+ years of experience designing hundreds of customer intercept programs to ensure you get yours right the first time by:
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