Customer Research programs are created to address specific areas of your business. Some companies implement these programs to determine customer wants and needs as well as find out how satisfied they are by the level of service provided. The data received can be used to improve the overall operations of the business and increase sales. In addition, these programs can help uncover problems with employee integrity so the company could take appropriate measures to eliminate them. Whatever the objectives of implementing the customer research program are, a well-designed program will provide useful information about the operation of your business. The company can use the information received to improve its operations and expand.
The implementation of well tailored mystery shopping, survey, merchandising, or customer research program will result in instant benefits for the company. And the benefits gained will continue to increase in the future as well. They include:
• determining the level of customers satisfaction so the company could improve its service;
• figuring out the company's strengths and weaknesses;
• supporting programs designed to enhance employee productivity and commitment;
• spotting problems;
• enhancing the effectiveness of company training programs;
• generating more profit.
How it Works
A sound customer research program should include the following steps. They are an important part of building a successful brand and customer awareness program. The techniques below will generate measurable data that can be used in making a quantitative analysis.
1. Research and Diagnosis
At this step performance goals are set and performance is analyzed. Current level of performance is evaluated and compared to performance the company is striving for. In case there is a gap between current performance and performance objectives corrective measures should be taken.
2. Solution Design
Effective strategies and solutions designed to enhance performance are created.
The solutions are launched and progress is assessed.
4. Evaluation and Interpretation
The effectiveness and success of the initiatives are evaluated. The results achieved are compared to the goals set.
Features and Options
Whatever the needs of your company are a tailored program can be designed that would reflect your company's growth and current objectives.
A "traditional" mystery shop means that a person visits one or several business's locations. The assessments are usually made in the form of discrete question responses followed by the correlated point values. These days, however, the advanced technologies allow for a wider scope of data collection methods.
1. In-Person Assessments
They include some text Report with questions, points, and explanations.
Digital Video or Photographs can be added to clarify particular statements.
Digital Audio can be included to provide a detailed analysis and reliable proof of a customer's experience.
2. Phone Surveys
These are text reports that focus on phone talks. Digital Audio can be used for a thorough analysis of a customer's shopping experience.
3. Online Channel Assessment
Companies that have online shopping platforms may use special Behavioral Browser that collects particular data and tracks the most frequently visited pages on their site.