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Measuring Customers

Measuring Customers. Group Two. The Cost of Customer Feedback. How Effective is Customer Feedback?. Feedback is an investment, there should be a return. Customer Feedback Pitfalls. Subjective Rulers Intrusive Measurement Resistance to Measurement The Halo Effect Self-Selected Sampling

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Measuring Customers

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  1. Measuring Customers Group Two

  2. The Cost of Customer Feedback

  3. How Effective is Customer Feedback? Feedback is an investment, there should be a return.

  4. Customer Feedback Pitfalls Subjective Rulers Intrusive Measurement Resistance to Measurement The Halo Effect Self-Selected Sampling Interpreting the Interpretations

  5. Customer Survey How often do you use our product? Yes No What is your favorite color? Yellow Melon Periwinkle What is the worst thing about our product? _____________________________________________ _____________________________________________

  6. So What’s the Problem? What’s your ROI? Got plan? Hmm Hmm

  7. Get a plan! Where will feedback be needed and who will need it? How will the feedback benefit the company? What should be collected, and how should it be collected and analyzed?

  8. Who needs it and why? • Goals and objectives specific to target area • Design • Marketing • Operations • Customer support • Short and Long-term Goals

  9. Designing Customer Feedback Response Type

  10. Just keep on designing… Active or Passive Feedback Solicitation How? In-Process or Ex-Post Solicitation When? Feedback Channeling Where? Analyze and review Use!

  11. Skit II: Return of the Customer Survey

  12. Wrap-up Customer feedback expenditures should be investments with an expected return. Customer Feedback: A Service company’s lifeline. So, which comment card is best?

  13. IT DEPENDS!!!!!!!

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