When Marketing, Everyone is a Customer

Very recently I temped for a market research company working on behalf of a retail company famous for their jeans. We were paid to interview customers in the client store, track customer behaviour outside the store and record customer buying behaviour within the store of the client and competitor.

These weren’t clothe stores I would normally go in.

So normally I would not have anything to say about them – bad or good.

But after the first day, we were informed that we were not allowed to go into our client store, to work or to have lunch in their staff room. Perhaps it was too inconvenient for a few of us to use the staff room to shelter from the cold and rain during lunch break, I don’t know – but the store manager’s message via the market research company did not sound welcoming. The market research company was not good at conveying the reasons why and actually moaned about it. That’s not good marketing – bad mouthing your client.

A market research company? Shouldn’t they know better?

And when we did congregate outside the store, the store manager’s out-of-habit robotic ‘hello’ to customers stopped when she realized it was us, which then followed by ‘oh, it’s just you guys’. It wasn’t said in a less-than-friendly tone but it might as well sounded like it because hours before we were told we weren’t welcome there. It was not only me who felt slighted.

It could have been for legitimate and common sense reasons.

We didn’t hear them.

We could have been potential customers.

We could have loved the company’s products before.

If I did, I wouldn’t go into that store.

Would you be impressed?

I may have been working on behalf of the retail company but if their name came up in a conversation, I know I will have nothing good to say about them.

What am I trying to say?

Just because we work for you – no matter how briefly – don’t forget we have mouths and we can tell people how bad your company treat people in general. Just because we’re there to work for you for the day doesn’t mean we weren’t one of your regular customers shopping on the weekends.

Everyone who comes in contact with you is a potential customer or know someone who could be a potential customer.

You know, in dating, you normally get an idea of someone’s character by the way they treat service staff such as waiters etc – it’s the same with companies.

How are you treating your staff?

What do you think?

Leave a comment. It’s good to know.

So, how have you been?

“Dwell not on the past. Use it to illustrate a point, then leave it behind. Nothing really matters except what you do now in this instant of time. From this moment onwards you can be an entirely different person, filled with love and understanding, ready with an outstretched hand, uplifted and positive in every thought and deed.”

Eileen Caddy

CURRENT STATUS: Reminder, Motivator and Review Meeting (Read on if you want to join me in my Corporation of One meeting)

What l have learnt:

  • I’m sure I’ve learned something. I’m just not able to put my finger on anything specific. Ah well. I learned something, I’m sure of it.

What I am doing or have done/decided:

  • Read The Road by Cormac McCarthy
  • Still reading Kiss of the Spider Woman by Manuel Puig.
  • Still reading The Associate by John Grisham.


Night Walker 159,000 words. Finished. Leaving to marinate.

Insomniac Foetus Ready to edit.

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