Obtaining the Right Information

9 important questions on Obtaining the Right Information

When are companies looking at past patterns?

When companies monitor transactions occurring in large numbers and completed by individual customers.

Which tools are more used for gathering data on past patterns?

Customers are sometimes approached through online forums and blogs.

What does analysis of present patterns envision?

A continuing relationship with the customer.
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How are present patterns collected?

Through surveys or face-to-face interviews, studies tailored to the subject, or some combination thereof.

How are potential patterns uncovered?

By probing for opportunities, which often emerge from interpretation of customer data as well as observation of customer behavior.

When do companies tend to collect data with greater frequency?

As relationships with customers deepen.

What makes surveys the overwhelming favorite for measuring past and present patterns?

Low cost and ease of modification

What is a well-designed survey?

It must itself avoid becoming an unfortunate aspect of the customer experience. Hence, it shouldn’t be onerous for the taker or deny him the chance to communicate the special nature of his experience.

In which way can surveys be kept brief?

  • To avoid asking about matters like recent purchases that the company already has a record of.
  • Nor should they be triggered by the transactions of regular customers such as purchasing agents. Such customers are, after all, among those a business can least afford to annoy.

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