Small Business United Blog

The Power of Suggestion: Customer Interaction that Works

by Dina DiNucci - October 29, 2009

If you’ve opened a business, you’ve experienced it.  “YOU SHOULD ….serve sandwiches, paint your walls a different color…”and so on.   Plenty of well-meaning friends and customers volunteer their advice on things you should do to improve your business.  When you’re first starting out, the more suggestions - the more you wonder if you’re doing ANYTHING right!

Other small business owners agree it’s difficult to find a balance between being open to good ideas and encouraging input vs. the constant barrage from well meaning “experts.”  I discovered a solution that saved me from any more uncomfortable discussions which put me in the position of shooting down customer suggestions or endorsing them.  I learned to lead my well-meaning advisers to the SUGGESTION BOOKS.

A simple addition to my business were “Comment & Suggestion” books, purchased from the discount store and scattered around the restaurant. On the inside cover, I wrote a personal note to my customers, explaining that their opinion and support are crucial to the success at Park Place Coffee.  On Page 1, I encouraged a friendly customer to add the first comment.  (Getting things off to a positive start!)  From there, the books took on their own life.

For my customers, these books validated their input, allowed them to express opinions or react to opinions of others, make recommendations, and show their support.  As a source of reading material for customers, many who were less apt to engage, felt compelled to leave a quick note or write a reaction to another person’s opinion they found in the book.

For me, the books provided insight into my customers’ experiences and policy direction.  Customer suggestions that I used to agonize over were now being fleshed out through public opinion.  When others agreed or disagreed with a comment, I had a much clearer idea on whether it was one opinion or a common belief that should be implemented.

Some examples from the books:

• Music on weekends here would be a great addition.  (Others were in agreement. Music was implemented.)
• Brittani is very sweet and efficient! (employee feedback)
• Had the pear crepe and it was good, but too dry.  (After polling other customers,. I then implemented an additional sauce for moisture. )
• Thank you for coming to our neighborhood!
• A little hard to find, but worth it!  We’ll be back!

Why has the book worked so much better than a suggestion box at Park Place?

• A box captures opinions of those who feel very strongly, to the negative or positive, on an issue.  You will not get the perspective of your “average” client, which is the majority of your business.
• Testimonials are not solicited, but are abundant! Positive comments encourage positive comments.  One customer writes “the smoked salmon crepe is the best ever.”  The next comment, “I think the pear/gorgonzola/walnut is the best!”
• The box tends to hold a negative connotation when you see it.  If you are at a restaurant and see a comment in the box, you tend to wonder what the issue was.
• The interactive forum of the book spurs ideas from one to another, and explores many facets of the café that wouldn’t be explored in a form w/check boxes and a limited amount of line space for comments.
• The book gives me opportunities to throw a question in and see how others will respond.  For example: “Would you eat a breakfast crepe that included scrambled eggs? “

I was unsure whether asking for comments were a good idea.  What if the comments were negative? Did I really want all of the customers to see these remarks? When writing in a public forum, I found that customers articulate their concerns fairly.  If there was a common thread that required action on my part, I would implement that change, and the issue was over.  The only pages I ever removed from the book were teenagers who used profanity or gang members who added their gang signs. Every page, including those I removed provided valuable insight on my customer base!  These books keep me up-to-date as trends and personalities of the café change and are well worth every word.

If you liked reading this you may also enjoy:

1. Win-Win Marketing
2. Collecting Positive Reviews
3. Word of Mouth Works for Small Businesses

1. Cassie Divine says:

   October 30, 2009 at 9:29 am

   What a great idea! I started a little side business this year and have been overwhelmed with suggestions (and I have wondered if I am doing anything right). I have an online store but I’m going to try and add a page to my website to try an replicate this experience (like an open notebook). Thanks Dina!
2. Gavin Head says:

   November 4, 2009 at 4:09 pm

   Fantastic idea! Thanks for sharing it. I’m going to recommend this to my restuarant and retail owner friends and clients for sure. This could work for just about any small business. And with all the online methods and social networks we have available to stay connected, its nice to still have something physical to see and touch. It just feels more personal. Can be a nice addition to whatever businesses are doing online.