Part 3 Ch6: Listening to Customers Flashcards
1
Q
Conducting research (Chapter 6) and building strong customer relationships (Chapter 7) can close Provider Gap 1.
A
2
Q
Marketing Research
A
Instead of assuming what customers want, it’s better to think outside in—determining actual customer expectations and delivering to them.
3
Q
Marketing Research 2
A
- Role of Data:
Data is crucial for fully understanding customers and their requirements. - Listening Strategies:
Developing a portfolio of listening strategies helps companies deliver services that meet customer expectations. - Integration with Other Information Sources:
like customer databases, enhances the effectiveness of marketing research.
4
Q
Research Objectives for Services 1
A
- Discover Customer Requirements:
Uncover what customers need or expect from the service. - Develop Customer-Defined Standards:
Create standards for service delivery based on customer input. - Monitor and Track Service Performance:
Regularly assess and track how well the service is being performed. - Assess Company Performance vs. Competitors:
Evaluate overall company performance in comparison to competitors. - Identify Gaps Between Expectations and Perceptions:
Determine discrepancies between what customers expect and how they perceive the service. - Identify Dissatisfied Customers:
Pinpoint dissatisfied customers to attempt service recovery.
5
Q
Research Objectives for Services 2
A
- Gauge Effectiveness of Changes:
Assess the impact and effectiveness of changes made in service delivery. - Appraise Individual and Team Performance:
Evaluate and recognize the performance of individuals and teams, offering rewards as needed. - Determine Expectations for New Service:
Understand customer expectations for a new service offering. - Monitor Changing Customer Expectations:
Keep track of shifts in customer expectations within an industry. - Forecast Future Customer Expectations:
Predict and anticipate the evolving expectations of customers in the future.
