Is Collecting Market Data Like Making a Sandwich?

Have you mastered a sandwich? My son makes a pretty mean grilled cheese. He thinks it’s the best grilled cheese sandwich anyone has ever made. I don’t know if it’s that good, but it’s pretty good – every time he makes one. He’s developed his own effective grilled cheese process that’s repeatable.

Mighty Fine Burgers 2 What do you know about your customers? Do you collect data, do focus groups, conduct surveys, conduct market studies, and rely on feedback from your sales force or other employees? Do you follow the same routine to analyze the data and feed the resulting analysis to all the functional parts of your business that need it? I know it’s hard work to develop Voice of the customer tools. You need tools that provide insight and help you build closer relationships with your customers but at the same time you have a budget. And isn’t it over simplifying things to say a sophisticated marketing function is like making a sandwich?

Mighty Fine Burger
K&N Management manages Rudy’s Country Store & Bar-B-Q and Mighty Fine Burgers, Fries and Shakes.
K&N Management won the Malcolm Baldrige award in 2010 for having processes not only for making their sandwiches but for everything else as well. They have a process for customer data collection, aggregation, and analysis Just like the process for making their sandwiches. Works for them to the tune of triple their best competitors unit sales and guest satisfaction ratings of 4.7 or better
on a 5 point scale at all their restaurants.

Maybe we all ought to start thinking about our marketing functions and everything else like we think of making a sandwich. Develop the process and improve it ’til it’s right. Then improve it some more.

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