Listening to Customers through Research

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Presentation transcript:

Listening to Customers through Research Chapter 6 Listening to Customers through Research Using Marketing Research to Understand Customer Expectations Elements in an Effective Services Marketing Research Program Analyzing and Interpreting Marketing Research Findings Model Services Marketing Research Programs Using Marketing Research Information Upward Communication

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 expectations and perceptions. To identify dissatisfied customers, so that service recovery can be attempted. To gauge effectiveness of changes in service delivery. To appraise the service performance of individuals and teams for evaluation, recognition, and rewards. To determine customer expectations for a new service. To monitor changing customer expectations in an industry. To forecast future expectations of customers.

Criteria for an Effective Service Research Program Includes both qualitative and quantitative research Includes both expectations and perceptions 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 intentions, or actual behavior

Stages in the (Marketing) Research Process Define Problem and Research Objectives Develop Services Measurement Strategy Implement Research Program Collect and Tabulate Data Interpret and Analyze Findings Report Findings STAGE 1: STAGE 2: STAGE 3: STAGE 4: STAGE 5: STAGE 6: 4

Portfolio of Services Research: Research Is NOT Just Surveys! Customer Complaint Solicitation “Relationship” Surveys Post-Transaction Surveys Customer Focus Groups “Mystery Shopping” of Service Providers Employee Surveys Lost Customer Research Critical Service Encounters Research

Portfolio of Services Research Research Objective Type of Research Identify dissatisfied customers to attempt recovery; identify most common categories of service failure for remedial action Customer Complaint Solicitation “Relationship” Surveys Post-Transaction Surveys Customer Focus Groups “Mystery Shopping” of Service Providers Employee Surveys Assess company’s service performance compared to competitors; identify service-improvement priorities; track service improvement over time Obtain customer feedback while service experience is fresh; act on feedback quickly if negative patterns develop Use as input for quantitative surveys; provide a forum for customers to suggest service-improvement ideas Measure individual employee service behaviors for use in coaching, training, performance evaluation, recognition and rewards; identify systemic strengths and weaknesses in service Measure internal service quality; identify employee-perceived obstacles to improve service; track employee morale and attitudes Determine the reasons why customers defect Lost Customer Research Future Expectations Research Forecast future expectations of customers; develop and test new service ideas

McDonald’s Creates Health-Conscious Panel to Do Research and Pass it On Mom's Quality Consultants at McDonalds Women, especially moms, tend to get information and form opinions by talking with others Selected 6 moms to bring “fully inside the company”—to visit restaurants, processing plants, orchards, and test kitchens Will keep an online journal for 3 months

Best Buy’s Customer Centric “Lab” Stores Soccer mom: These stores feature brightly colored signage, play areas for children, educational toys, and in-wall appliance displays, and provide personal shopping assistants. Swinging single: These stores place greater emphasis on higher-end and more cutting edge consumer electronics, and feature separate rooms with full home entertainment vignettes and enhanced A/V assistance. Cherry picker: Aimed at technophiles on a budget, these stores offer the most promotions and incentives, and the best financing packages. Gadgeteer: Geared toward teens and twenty-somethings, these stores emphasize cell phones, music and movies, home theater, gaming, and mobile audio. Small business: Signed "Best Buy for Business," these stores have an expanded computer section and Geek Squad presence, plus central help islands staffed by associates wearing blue collared (vs. knitted golf) shirts.