Why use a customer exit survey, rather than another type of data collection?
First, we focus on existing customers to drive the CIP process because it is the easiest, fastest, and least risky to gain more sales from customers who already shop the stores on a regular and repeat basis. Our objective is to identify the barriers that prevent customers from buying more. We want to “pick the low-hanging fruit.” The customer survey taken on location at the store exit offers advantages not available in other types of surveys. Exit intercept surveys can be used to acquire immediate reactions to a specific situation that has just occurred (and can measure customer service reactions and lost purchases while fresh in the customer’s mind) – in addition to collecting information that will define the customers’ characteristics, attitudes, and general purchasing behaviors. Moreover, it is a relatively inexpensive method for acquiring in-depth interviews with a segment of the population whose number may not be large. Locating these people by means of a market-wide or national s
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