How does one understand the customer so as to maximize and increase or maintain sales of a desired product/brand? Understanding the customer is a never ending and evolving process. The following points are ways in which it can be done:
Customer research using interviews to anthropological and quantitative in depth research techniques.Using numerous customer satisfaction surveys to judge the market from time to time.
To properly monitor, support and maintain the customer service network and mechanisms put in place (help lines, email and others).
Establish and monitor different chat rooms devoted to customer groups.Establish and consult with a customer advisory board.
Establish and participate in customer membership programs. Have various members event and show case new products get feedback and hold programs for loyal customers.Let managers and key executives participate in sales calls to get a better idea of the market.
Occasionally rotate front-line customer service positions with key executives and managers to gauge the situation.Hire employees who are passionate customers and serve the brand well.
Hire good marketers that are close to the consumer base.Conduct environmental scanning of the business to stay in tune ahead of the latest customer, industry and social trends. This will involve reading literature related to your products, monitoring relevant media, and keep a close eye on the emergent trends by study reference of the news events in the research journals to see which ideas, needs or concepts are steadily increasing in frequency and intensity.
These are some ways which one can gauge the customer’s insights and stay ahead of the curve, thus improving sales and revenue targets of a particular brand in the market.
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