Wednesday, 3 June 2009

The customer's voice

Here's a great example of a business that really appears to value its customers and their opinions. Yesterday, toys and novelties cataloguer/retailer Hawkin's Bazaar posted on Twitter that it was seeking contributions to update the introductory text on its website home page.

By asking customers to describe Hawkin's Bazaar in their own words, it will see exactly how the business is viewed through consumers' eyes--the adjectives they use, any recurring themes in their descriptions, how they would sum up the business in a paragraph, and so on. The insight garnered from this could be just as valuable as information obtained during a monitored focus group.

What I particularly admire about this tactic is that even if Hawkin's Bazaar doesn't end up using customer-generated copy, it was brave enough to ask for it--and via an unmoderated medium!
Let's hope it doesn't go the same way as a recent Neal's Yard Remedies Q&A in the Guardian.--MT

No comments:

Post a Comment