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May 2, 2013

Even small companies recognize customer value

by krm7p

Last week I was doing some retail therapy/Foxfield dress shopping around Charlottesville, and happened to pop into Bevello, a boutique in Barracks.  Having never been in there before I was surprised by the selection, space and overall experience of shopping around the store.  Needless to say, the sales people were friendly and helpful as is the norm in Charlottesville, and so I spent 30 minutes or so in the store, trying on various dresses, and finally made my decision.  Upon purchasing the sales associate asked me the obligatory question about getting my email address.  She mentioned the potential to win a $1000 shopping spree so I figured there was really no harm in it.


The next day I receive and email from the founder and CEO of Bevello (apparently its a chain), that I am guessing they send out to all their new customers who give them email addresses.  The email was welcoming and gave me information about the company in general, but also asked me to take a survey.  Given that I now have a much larger appreciation for people who ask others to take surveys, I decided that it couldn’t hurt.  I was amazed to see that the format of the survey and survey questions were pretty much the same as the ones we have done in the past for marketing and brand management.  Honestly I questioned if this was secretly for some comm school project.  Nonetheless, I found it inspiring that even a small chain of boutiques was gathering appropriate data to run analyses and see how they could improve their overall customer experience and bottom line.  We often talk about how large companies have extensive data sets that they don’t know what to do with, but rarely talk about small companies who are actually doing it right.  All in all, the fact that they are taking the time to see how they can improve their customer value made me appreciate the business even more.

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