Tuesday, February 13, 2007

Learning Customer Needs

A colleague recently asked, "How can we learn about our customers' needs other than conducting customer surveys?"

I shared with him four ideas:

1. Invite your most difficult customers for focus group sessions. Buy them a nice meal. You'll automatically get some useful suggestions.

2. Organise a contest inviting ideas from customers. Give cash rewards to customers whose ideas you implement.

3. Commission an independent research company to do this.

4. Buy the top 10% of your sales team a meal and ask them.

I am sure others can think of alternatives.

Dharmendra Yadav

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