How do you get to know your customers?

14 October 2009
Austen Bushrod plays bingo and gambles. Well, that’s not exactly true, but the director of purchasing at Rank Group, which owns Mecca Bingo and the Grosvenor casino chain, does regularly visit its venues to get to know the product and players. He says in an interview in the latest issue of SM: “I love going to the smoking shelter outside a bingo hall. Our customers are fairly vocal, they tell you exactly how it is - what they like and don't like." He also takes suppliers along so they too can get a better understanding of the business. Doing these things helps Bushrod and his department understand what is needed, and why, when it comes to internal clients requirements. But not everyone works for the kind of company that enables this kind of firsthand experience. What do you do to understand the business and its customers?
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