Hema asks for feedback
Hema at its new website has a prominent place for customers to give feedback: ‘tell us your opinion on hema.nl’. After clicking, a short survey follows (am, Dutch). Thus market research evolves into customer research. Brands will regularly ask their customers what they think of their services. Not at the first contact, but especially after a couple of contacts and experiences. And brands will remember the answers, and compare them: ‘last time you were critical about the speed of the website; do you think that has improved now?’ Thus questions will become more personal, and the answers more relevant. This is a small step in that direction.
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