Page 177 - 100 Great Marketing Ideas (100 Great Ideas)

more than two people in the queues for more than 5 percent of the
time, the store manager is asked for an explanation. Managers are
expected to be able to estimate the demand at the tills by monitoring
the number of people in-store at any time.
This type of thinking is what has propelled Tesco to being the
number-one British supermarket chain. Caring about what
CUSTOMERS find important is the key.

In practice

• Find out what your customers think is important—if necessary,

ask them.

• Pay attention to customer grumbling. There may be a solution to

the problem that neither you nor they are aware of.

• Don’t assume. Ask.
• Sometimes the solution is easily attained—but if not, you should

calculate the cost–benefit trade-off and if necessary look for a
cheaper solution.

• Pleasing your customers can only be a good thing.

168 • 100 GREAT MARKETING IDEAS