1. listening to customer through research

8/8/2019 1. Listening to Customer Through Research

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Key Components

Marketing Research

Marketing research focuses on

Most important features

Ability of company to solve problemoccur in service delivery.


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Research objective for Services

Customer requirement or expectation for

services.

Lower gap between customer expectation and

perceptions.

Judge customer expectation for a new service.

Forecast future expectation of customer.

Dynamic customer expectations in an industry.


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Criteria for an effective serviceresearch program

Qualitative and

Quantitativeresearch

expectations and

customersperceptions

Measurespriorities or

importance of

attributes

Balance the costof the research

and the value of

the information.

Research

Objective


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Elements in an effective serviceresearch program

Complaint solicitation:-i. To identify/attend to dissatisfied customers.

ii. To identify common service failure points.

Critical incident studies:-i. To identify customers requirements and best practices at a

transaction level.

ii. To identify common service failure points ,systemic strengthsand weaknesses in consumer contact service.

Requirements research:-i. To identify customer requirements as input for quantitative

research.


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Contd

Service expectation meeting and reviews:

y To identify what individuals large custormersexpect and then to assure that it is delivered.

Process check point evaluations:

y To identify service problems and solve them

early in the service relationship. Market oriented enthnography:

y To study customers from cultures.


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Contd

Customer panels:

y

To monitor changing customerexpectations.

y To provide a forum for customers to

suggest and evaluate new service ideas.

Data base marketing resarch:

y To identify the individual requirements of

customers using IT and data base

information.


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Model service marketingresearch programs

Disney :- conducts 200 different external survey in a

year.

Price sensitive analysis to determine the

tolerance of guest at price levels.

Fast pass - To avoid line of park and fast

access. Guest evaluate different attraction (pleasing or

troublesome)

Management by walking around- comment

cards and letters.


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Contd.

Federal Express :- Customer requirement and expectations,

feedback from sales

professionals and from customer service

professionals.

Toll free no for complaint.

2400 telephonic interview for knowing

reactions.


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Contd

Continental Airlines :-

Priority elite valuable customers

using qualitative techniques- what

customer wants?

How they feel..? How they retreated?

Interaction to customer identified,

researched and improved.


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1. listening to customer through research

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