Evaluation and Improvement

Your use of in any way will be, by nature, very dynamic. You will be making changes because your products change, and because your customers will want you to change.   Remember to drive change by asking your customers questions and soliciting comments and valued feedback.

Remember that flexibility is power in a market that moves at rapid pace. You may not think of the grocery or specialty food business as rapidly changing, but it is. Frequent product introductions, tight margins with manufacturers competing for shelf space and consumers who are influenced by increasing information on what they should eat are just a few aspects that now drive the market. When you add the speed of to your communication, your ability to react to these influences – promptly – is critical.

Collecting customer data gives you ideas on how to adjust your marketing or to make improvements to your existing business plan. 

There are lots of little things you can do to get information. The trick is to collect it in such a way that you are getting the full picture and that you are getting information you can actually use for business improvement.

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