Without customers, most businesses would cease to exist, and for the majority of businesses keeping those customers happy is top priority. Unfortunately, the best of intentions don’t always make their way into actual practice and everyday operations sometimes fall short of the expected standards. Programmes such as Channel 4’s ‘Undercover Boss’ allow top directors and CEOs to find out the root of their business’s problems, but not every organisation is able to send management into the various sections of its company in disguise to find out what’s wrong.
Instead, most will opt for customer research to establish not only where they’re going wrong, but where they’re going right too, which is just as important. Carrying out customer service research as soon as customers have received that service can give you a clear indication of how your staff are performing. For businesses with competition, it is extremely important to stay on top of your game and offer something as good or better than your competitors. Often those with little to no competition are found to offer the worst customer service. Research needs to have a purpose to be effective, so you need to make sure that you are willing to make the necessary changes before you canvas customers.
Done correctly, customer research can give you ideas on how you can improve performance, sales and customer retention, all of which are essential for a successful business. You need to be careful that your questioning of your customers doesn’t then put them off using your business, however, so it is best to entrust this service to a professional company who will act in your best interests. Asking too many questions is likely to send customers running for the hills and have the opposite effect on what you are trying to achieve.
For more information visit www.douglasstafford.com/customer-research