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THE VOICE OF THE CUSTOMER (ACTIVELY SOLICITED CUSTOMER FEEDBACK APPROACHES…
THE VOICE OF THE CUSTOMER
COMMUNICATING DOWNSTREAM
Customer rationalization is agreement between marketing and operation which add the greatest advantage and profits over time
Allow firms to focus on a smaller group of customer and develop an annuity relationship , in which customer provides a long-term, steady income stream to the provider
ACTIVELY SOLICITED CUSTOMER FEEDBACK APPROACHES
2. Focus groups
Allows supplier to gather feedback from a group of customers at one time
3. Customer Service Surveys
Developing and validating the instrument
Implementing the survey
Identifying customer requirements
Analyzing the results
1. Telephone Contact
convenience survey method to gather information related to customers
3 most common arenas for actively solicited customer feedback approaches:
PASSIVELYLY SOLICITED CUSTOMER FEEDBACK APPROACHES
Customer Research Cards
shows respondent tend to be expressing extreme responses
Provide an opportunity for the service provider to develop relationship with a customer
Customer Response Lines and Web sites
the ways for customer complaint, questions and inquiries
The ways to gather information or response from customer related to issue that need solved.
MANAGING CUSTOMER RETENTION AND LOYALTY
Measured customer who will return for more services
Customer loyalty can built by offering specialized service not available from competitor
Act as tool for data gathering and analysis
CUSTOMER-RELATIONSHIP MANAGEMENT SYSTEMS (CRMS)
CRMS used in customer data-acquisition and data-mining efforts
CRMS use data to manage 3 phases of customer relationship management:
Retention
Enhancement
Acquisition
A WORD ON EXCELLENT DESIGN
By using Ready-Fire-Aim Approach to market firm's products
Some excellent products also arise from advances in technology resulting from good engineering.