a. yes – about twice as cheap

b. yes – seven times cheaper

c. only marginally cheaper in some cases

How often do you stay in contact with your customers?

a. whenever there’s a special promotion or sale

b. on a regular basis

c. only if they contact me first

Loyalty cards and loyalty schemes buy customer loyalty to your business

a. obviously, Tesco does it

b. unfortunately it’s not really loyalty

c. is this a trick question?

Heard of Googlisation? It’s the growing tendency for people to browse websites before going out to buy anything from organic vegetables to having a haircut. But how many UK adults already regularly use the internet like this?

a. 20%

b. 52%

c. 65%

“95% of unhappy customers never make a complaint – they just walk”. When you lose a customer do you know why:

a. always

b. sometimes

c. rarely

Are “totally satisfied” customers any more likely to buy from you again than “satisfied customers”?

a. yes – twice as likely

b. probably a bit more likely

c. more than 6 times more likely

How often do you find out what it’s like to be a customer of your competitors?

a. regularly

b. I wouldn’t dream of it

c. there’s nothing they could teach me

How often does your business appear in the local press?

a. only if we’re doing a special promotion

b. never – that sort of advertising is far too expensive

c. as often as possible, but we never pay for it

Symbiotic Marketing sounds like . . .

a. the latest silly fad

b. an expensive waste of time

c. a cheap effective idea that’s perfect for small local businesses

When did you last do some detailed customer profiling?

a. I keep names and addresses – do you mean that?

b. regularly, marketing’s a waste of money without it

c. look, I’m far too busy trying to run a business