how would customer research help a business know whether it's meeting customer needs?
questionnaires/personal interviews - the questionnaires must ask good quality questions which elicit relevant info to allow the business to make judgements / benchmark data against competitors also to assess needs
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two methods a business might use to collect information on customer needs?
the company could invite customers to complete online questionnaies and use incentives e.g. discounts to encourage this. the company could also conduct personal interview to gain insight in whether needs are met
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what to consider when planning customer research?
what - research objectives / how - financial considrations e.g. questionnaire or panel / timing and location - post or online / data analysis - patterns and checking data is capable of being analysed
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why use customer feedback forms?
to gain higher quality and more reliable info on the attitudes of customers and ask open-ended q. also they charge high prices and customers are unwilling to sit for long so feedback forms is good
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why regularly research needs?
new markets - new demands - different tastes between regions - needs change over time (product is response to this) - customer needs vary between segment - income levels change
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how can internal sales data be analysed?
simple trend analysis to asses how figures flunctuate
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what is a simple trend analysis
it interprets time-series data to forecast future needs
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what is data mining?
a technique which uses software to assess large databases - uncovering hidden patterns
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how would a business analyse the data it collects to understand changes in needs?
the company can look for patterns to establish a relationship. they can also forecast future trends by using extrapolation. also history records would reveal changes in customer needs
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how can a business use ICT to collect/store/analyse data?
customers may need to provide personal details - a company can store details on a database which can be compiled as purchases are made. the business can also collect data directly from online. this allows them to keep updated data for future analysis
how would a broad product range help a business meet needs of different customers?
certain products are designed to meet precise needs of certain regions
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stages of Research and Development
1) idea generation 2) screening idea 3) concept testing 4) business analysis 5) product development 6) test marketing
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what is test marketing?
when a business launches a product in one specific region and then measures the reaction before launching it across the country
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what is value analysis?
when a business looks at the cost to ensure the product is of good value.
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when can customer service occur?
BEFORE SALES - e.g. value and sustainability the product/service - DURING e.g. layout and accessibility, positive shopping experience ./ AFTER sales e.g. dealing with complaints and exchanging goods
why is it important to provide high quality customer service?
customer service sustains on-going relationships with customers which could be threatened by poor service which would ultimately impact sales figures. also the company charge high prices so customers expect high quality
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two actions to improve customer service level?
updating company website to inform customers - meeting needs of 'product info' / increasing no of staff and communication through training - meet high quality needs
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Other cards in this set
Card 2
Front
two methods a business might use to collect information on customer needs?
Back
the company could invite customers to complete online questionnaies and use incentives e.g. discounts to encourage this. the company could also conduct personal interview to gain insight in whether needs are met
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