FREE online courses on CRM - Elements of Customer Marketing - Research work with Customers and Employees

Interviews with customers are used to explore what is important to them about the products and services provided by the industry and the company. Such session explores and defines attributes and issues in customer terms and determines the levels of satisfaction.

Interviews could even be conducted with non-customers who meet your target audience to gain a perspective beyond your own customer base. Such meeting with competitors' customers provides an insight into your strengths and weaknesses.

Research with employees captures their perception of the following areas:

·         The importance of issues to their customers

·         Their performance on each attribute or issue

·         Own competitive performance on the same issue