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OBSERVING YOUR CUSTOMER NEEDS. 1. Introduction Observation methods in general
are appropriate to observe behaviors of customers directly ...
... to pre-empt and meet customer needs as profitably ... apply those decisions in each customer
contact and ... strategies", (Chordiant), by observing your past business ...
... Needs You should always determine the needs of your customer as soon ... so continue
throughout the sales process How to Determine needs ???h Observing: When you ...
... can do this is if it meats a customer need, if ... see if there is enough demand for
your current product ... By observing similar products and their consumers, a good ...
... finding your market niche), and pricing your products and ... iPhone had to already be
a customer of AT & ... Observing Polarity stated, “Once the hype has washed off ...
Submitted by dermonal on December 16, 2007
Category: Business
Words: 353 | Pages: 2
Views: 172
Popularity Rank: 70,502
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1. Introduction
Observation methods in general are appropriate to observe behaviors of customers directly rather than self reported behaviors. Therefore these methods are more reliable to identify customer needs.
The advantages of observation techniques reach from removing major causes of error in market research like memory loss, poor recall and perceptions affected by experiences after the original experience, over reducing errors of translation, to using samples of behavior instead of signs of behavior. Observational research as well affords providing richer data sets including non-verbal and physical behavior, uncovering unconscious behaviors and providing context. The fact that this method focuses on actual behavior makes it more expensive than the cheaper self-reports but offers generally higher value (Walden 2003 & OPC)
Nelson & Ross (2005) noted that research on product development and innovation effectiveness over the last years has shown that comprehending customer unmet needs is definitely critical to success.
That's the reason why lately observation techniques used to uncover customer problems, needs and aspirations and for product development, have obtained a great deal of attention (Becker 1999).
Leonard & Rayport (1997) notice that through observational research companies can identify needs that customers may not recognize by themselves.
Therefore, companies such as Motorola, Gillette, Steelcase, and Xerox (Becker, 1999) send their researchers to the customers´ environments where they can watch and interview them in an everyday situation e.g. to uncover opportunities for completely new products.
The aim of these organizations is to gain insight in what the customer knows or thinks about a product or a situation, and even to enter the arena of "latent or unconscious needs"(Zaltman, 2003). Resulting of the fact that what is said is often different from what is actually done, it is...
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