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Sometimes a creative twist on standard marketing research methods can improve their effectiveness. This was certainly true for Jason Belkin, Owner of Hampton Coffee Company, with two coffeehouse locations in New York and a mobile espresso van. At one time Belkin used a mystery shopper service (which hires individuals to pose as a real customer to evaluate a companyâs true service performance) to assess customer experiences, but he decided to turn to comment cards for the information he wanted. He now offers a free cup of coffee to customers who fill out a card. The comment card asks a number of questions, which you can see at http://hamptoncoffeecompany.com/assets/uploads/commentcard-front.pdf.
Question 1- What are the advantages and disadvantages of the two approaches Belkin has used to assess customer experiences at his coffee shops? Which one would you recommend?
Question 2 Do you see any problems with offering a free cup of coffee as an incentive for filling out a comment card? Would you suggest any other options for encouraging customers to provide feedback?
Question 3 Take look at the comment card that Belkin has posted online What are the best features of the card? How might it be improved?
Answers
Status NEW
Posted 28 Apr 2017 12:04 AM
My Price 6.00
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file 1493341505-Solutions file.docx preview (56 words )
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