Using Your Customers to Improve Your Company

Superquinn awards shoppers “goof points” for pointing out problems such as an out-of-stock item, a dirty floor or a checkout line longer than three people. The goof points, which provide discounts off future purchases, have proved a good way to get customers talking about their experience.

SAS Institute, the North Carolina–based software company, creates a “SASware Ballot” every year, giving customers a chance to vote on a list of potential software improvements.

At eBay employees known as “pinks” monitor the company’s message boards, quickly learning which issues, complaints and concerns may need attention.

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