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TOPIC 4:RESEARCHING CUSTOMER NEEDS 809521 - Coggle Diagram
TOPIC 4:RESEARCHING CUSTOMER NEEDS
Gathering & Analyzing Customer Information
Key Approaches in gathering voice of customer
Direct Customer Contact
Approach
Top executives commonly visits customers personally
Target
VIP & loyal customers
Advantage
Firsthand information
Field Intelligent
Any employees who comes in direct contacts with customers
Focus Groups
Advantage
Direct voice of the customer
Disadvantage
Higher cost of implementation
Complaint Analysis
Advantage
Future improvement
Corrective actions
Disadvantage
Some cases require further investigations
Comment cards & Formal Survey
Comment cards
A piece of card/form with simple questions
Formal survey
Design to sample a customer base
Internet Monitoring
Advantage
Minimal cost
Disadvantage
Unstructured & unfocused conversations
Analyzing the VoC data
Affinity Diagram
Business analytics
Measuring Customer Satisfaction&Engagement
Designing Satisfactions Survey
Select
Identify
Choose
Determine
Design
Analyzing & Using customer feedback
to improve company's products &processes
Why CS Efforts Fail (by Blanton Godfrey,1996)
poor measurement schemes
Failure to identify appropriate quality dimensions
Failure to weight dimensions appropriately
Lack of comparison with leading competitors
Failure to measure potential & former customers
Confusing loyalty with satisfaction
Factors to measure customer loyalty
Likelihood to recommend
Likelihood to continue purchasing the same P/S
Likelihood to purchase different P/S
