listening customer with research
TRANSCRIPT
LISTENING TO
CUSTOMERS
THROUGH
RESEARCH
Content of presentation
WHY WE NEED RESEARCH?
The important of marketing research.
The research objective
HOW CREATE AN EFFECTIVE RESEARCH?
Identified the objective
Type of research
Elements in marketing research
USING THE RESEARCH DATA?
Analyzing and Interpreting
Using marketing resarch information
FOLLOW UP?
Upward communication
Summary
Marketing research process
Create the
objectives
Choosing the types
of research
Analyze the Data
Follow Up
1.
WHY WE NEED RESEARCH?
The important of marketing research.The research objective
Important of marketing research
Wants ExpectationNeeds
Customer
Common research objectives for Services
Monitoring
and
tracking
service
performa
nce
Identified
the gap
between
expectatio
ns and
perception
Common research objectives for Services
✘ To discover customer requirements or expectations for service.✘To monitor and track service performance.✘To assess overall company performance compared with that of competition.✘To assess gaps between customer expectation and perception.✘To identify dissatisfied customers, so that service recovery can be attempted.
✘To gauge effectiveness of changes in service delivery.✘To appraisethe performance of individuals and teams for evaluation, recognition, and rewards.✘To determine customer expectations for a new service.✘To monitor changing customer expectation in an industry.✘To forecast future expectation of customers.
2.
How create an effective research
Criteria for an effective researchElements in an effective customer research
Criteria for an effective service research
✘Includes qualitative and quantitative research✘Includes both expectations and perceptations of customers✘Balances the cost of the research and the value of the information
✘Includes statistical validity when necessary✘Measures priorities or importance of attributes✘Occurs with appropriate frequency✘Includes measures of loyalty, behavioral itentions, or actual behavior
Elements in an effective customer research
1. Complaint Solicitation •To identify and attend to dissatisfied customers•To identify common service failure points
2. Critical incident studies•To identify “ best “ practices” at transaction level•To identify common service failure points•To identify customer requirement as input for quantitative studies
3. Relationship surveys•To monitor and track service performance•To assess overall company performance compared with that of competition•To asses gaps between customer expectations and perceptions•To determine links between satisfaction and behavioral intentions
4. Requirements research•To identify customer requirements as input for quantitative research
Elements in an effective customer research
5. Trailer calls or posttransaction surveys•To obtain immediate feedback on performance of service transaction•To measure effectiveness of changes in service delivery•To assess service performance of individuals and teams •To use as input for process improvements•To identify common service failure points
6. Service expectation meetings and reviews•To create dialogue with important customers•To identify what individuals large customers expect and then to ensure that it is delivered•To close the loop with important customers
Elements in an effective customer research
7. Process checkpoint evaluation•To determine customer perceptions of long-term professional services during service provision•To identify service problems and solve them early in the service relationship
8. Market-oriented ethnography•To research customers in natural setting
•To study customers from cultures other than America in an unbiased way
9. Mystery shopping•To measure employee performance for evaluation, or recognition, and rewards•To identify systemic strengths and weaknesses in customer-contact service
Elements in an effective customer research
ELEMENTS IN AN EFFECTIVE CUSTOMER RESEARCH
Elements in an effective customer research
10. Customer PanelsTo identify reason for customer defectionTo asses gaps between customer expectation
and perception
11. Lost customer researchTo identify reasons for customer defection
12. Future expectation researchTo forecast future expectations of customersTo develop and test new service ideas
13. Database marketing researchTo identify the individual requirements of
customers using information technology and database information
3.
USING THE RESEARCH DATA?
Analyzing and InterpretingUsing marketing resarch information
Analyzing and Interpreting marketing research
findings✘ Tracking of performance, Gap scores, and Competition ✘comparing
LOWATTRIBUTE PERFORMANCE
HIGH
HIGH
ATTRIBUTE
IMPORTANT
Attribute to
improve
Attribute to
maintain
Attribute to
deemphasize
Attribute to
maintain
High leverage
Low leverage
Analyzing and Interpreting marketing research
findings✘Zones of tolerance charts
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Zone of tolerance S.Q. perception
Analyzing and Interpreting marketing research
findings✘ Importance/Performance Matrices
LOWATTRIBUTE PERFORMANCE
HIGH
HIGH
ATTRIBUTE
IMPORTANT
Attribute to
improve
Attribute to
maintain
Attribute to
deemphasize
Attribute to
maintain
High leverage
Low leverage
Using marketing resarch information
✘ Marketing research information
Applying what are company learn into the business
Turn research information and insight into action
Improving the quality of services and customers satisfaction
4.
upward communication
Objectives for Upward Communication
Research for Upward Communication
oExecutive visit to customers
oExecutive listening to customers
oResearch on intermediate Customers
oResearch on Internal Customers
oExecutive listening approaches to employee
oEmployee suggestions
Objectives for Upward Communication
✘Improve the type and effectiveness of communication from customers to management
✘Improve communications between employees and management
Research for Upward Communication
oExecutive visit to customersoExecutive listening to customersoResearch on intermediate Customers
oResearch on Internal CustomersoExecutive listening approaches to employeeoEmployee suggestions
Objectives for Upward Communication
SUMMARY
✘We can knowing the customers expectation from doing a research.
✘The marketing research purpose is minimize the gap with customer expectations with the company understanding about customers expectations.
✘Improving the services to gain customers satisfaction
Thanks!