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Listen to Customers Not Only Listen, Take Action! What you want
to learn Question 1
- What product or service matters most to your customers? Question 2
- How well are you doing in providing the product or service? Question 3 - What do customers find wrong or missing? Don't listen
to customers haphazardly. Know what you want to learn, then decide how you
will listen. The answers to these three questions will highlight your
strengths and weaknesses and they will give you ideas on how you should respond. Strategies for
collecting data Question 1
– Focus groups, customer panels, & individual interviews Question 2
– Surveys Question 3 – Toll free numbers, visits to customers
Capture
Crucial Moments
Customers' clearest sense of what they value comes right after a major purchase or a major problem - it's a great time to talk to them. Call them up and ask how it went. You'll find out if you've really taken care of the problem or how it might have been an even better buying experience. Don't forget the people who didn't buy - they may have bought elsewhere and you need to know why.
Organize & Display Information The information collected will be wasted unless the people in the company understand it and know what to do with it. The critical connection is made when the data is organized and shared in such a way that the key messages are clear to the people who have to act on them. Resources:
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