TITLE

Standing in the customers' shoes

AUTHOR(S)
Birkby, Brian
PUB. DATE
May 2004
SOURCE
Manager: British Journal of Administrative Management;May/Jun2004, Issue 41, p26
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This article discusses how companies can find out what their customers think about them. The author of this article believes that companies must ask customers what is important for them. This does not mean sending out a questionnaire when someone can find the time. It is a systematic and regular review, beginning with qualitative research. It is asking a representative group of customers what they think and the reasons that lead them to think that way. When you know what is important, you can ask a larger audience the frequency of occurrence - this is the quantitative survey.
ACCESSION #
13617351

 

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