At the North Face, officials survey customers with two objectives in mind.
“The first is product feedback,” Ian Dewar, senior manager customer lifecycle, The North Face, told Loyalty360. “We can reach out to key product purchasers when we want feedback on performance. This has been a useful tool for us. Second, we use surveys to help understand overall customer behavior. That is how we know most of our customers are active, where they like to shop, and what categories they say they are most likely to buy from The....