PET PRODUCT NEWS ARTICLE
FOR MARCH 2006

“Good Comment Cards Come with a Price”

by Paula and Lewis Turner
Special to Pet Product News

It’s amazing what you can find out about your store and staff from a simple Comment Card, but the insight to be gained only has value if you utilize it. In other words, don’t create a procedure if you’re not going to use the information it provides. We will discuss the goals you may want to achieve with a Comment Card program, how to increase card distribution, and what to do with the information obtained.

Kiss It

Keep it simple stupid. The Comment Card should consist mostly of tiny boxes to check off or rating numbers to circle. The criteria you’d like to have input on vary between storeowners. (A sample of ours is on our “click-to page.” Feel free to copy!) The card should take no more than two to three minutes to complete. Leave a few blank lines for those who wish to add their own thoughts; we learn the most from this section. Be sure to capture the customer’s name, address, phone number and e-mail. If asked why the need for personal information, our staff explains that the store’s owners follow up when there is a concern. “We take your comments seriously” has a nice effect.

Time Is Money

If you merely set up a collection box sitting on the counter next to some Comment Cards, the number turned in will probably be insignificant. In businesses where comment cards are simply available, it’s usually customers who have had a bad experience and need to vent. There’s nothing wrong with constructive criticism, but with a little effort in distribution, you may receive more of a fair representation of your customer base.

Realize that the majority of the world’s population is in a hurry-up-gotta-ton-of-things-to-do mode. So, how about paying your customers for their time? Offering a 10% discount coupon, good for their next visit, might be just the right enticement for staying a couple of minutes longer. Limiting the discount to pet supplies lessens the blow to your profits without weakening the generous offer. For those who insist on completing the card at home, we stick on a stamp to help ensure its return. All completed cards are forwarded to us for review.

Staff Incentive

The same trigger for customers may work for staff. We have offered a three-tiered reward system for Comment Card distribution. The incentive could be lunch, movie tickets, an extra day off, or even a Starbuck’s gift card.

• One bonus point given if the employee’s name was mentioned
• Two points if they were helpful
• Three points if the customer’s experience was enjoyable and the store received high marks

Recognition is the key, and favorable cards should be posted for all staff to read. Non-complimentary cards can have just as strong of an impact, but you may consider “blacking out” the customer’s and maybe even the staff member’s name.

Multiple Cards

A different card may be needed to address various services. Comments sought from a grooming customer are probably unrelated to those working with the sales staff. The same would follow for those with a puppy purchase. Cards are also helpful in cross-promoting different departments. For example, one issued to a grooming customer might include the question, “…have you purchased a puppy from us?” Strangely enough, there will probably be those who didn’t even know you sold puppies and visa versa.

What To Do With the Information

We discussed how positive and negative cards could be staff motivators. Most importantly, being able to address a concern or complaint listed on a comment card affords you the opportunity to satisfy the customer and retain their patronage. Many feel more comfortable writing rather than confronting a staff member who may or may not relay the message to the appropriate person. A “thank you” note with a gift certificate or phone call is one of the best public relation tools you have at your disposal. Can you imagine what the President of a chain of “box” stores would say if asked whether or not their managers were allowed to send a thank-you note or place a call to a customer? “No comment...”

It would be very beneficial to other retailers if you could share some information about how you use Comment Cards and their effect. Feel free to post them on our reader page; www.petcarecompany.net/great-reading.html

If there are topics or issues you would like to see addressed in this column, please email us at lewisnpaula@petcarecompany.net and we’ll give it our best shot. To learn more go to: www.petcarecompany.net/great-reading.html

Lewis and Paula Turner own The PetCare Company in Hermosa Beach, Calif.