LISTENING CUSTOMER WITH RESEARCH

LISTENING TO

CUSTOMERS

THROUGH

RESEARCH

By

dedy aditya sudiro

(C1K013002)

(dedysudiro@gmail.com)

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

0123456789

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!