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Using Customer Research: Objective

Using Customer Research: Objective. To highlight the importance and benefits of using Customer Research to inform service re-design P inpoint where in the process Customer Research could be used and how Offer some practical tips to get started. Using Customer Research: Evaluating Change.

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Using Customer Research: Objective

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  1. Using Customer Research:Objective • To highlight the importance and benefits of using Customer Research to inform service re-design • Pinpoint where in the process Customer Research could be used and how • Offer some practical tips to get started

  2. Using Customer Research:Evaluating Change Implementing change Did it work?/Is this still what we need? What needs to change or improve? Asking Obvious Questions… What do we want to do?/ What can we do? Why does it need to change? What do tenants want and need? Where are we now? Are there any target groups?

  3. Using Customer Research:‘What needs to change? Why? Where are we now?’ Why? How? Creating simple ‘profiles’ of users Comparing ‘users’ to your population as a whole Talking to front line staff about ‘user’ types Collecting data as preparation • Understanding if the change suggested is right for the tenant profile • Understanding the scale of the shift needed and the size of any barriers

  4. Using Customer Research:If you’re going to survey, sampling is everything! Things to avoid; Things to include; Select a representative sample Be clear about who has returned and importantly who hasn’t Profile your respondents and your non-respondents • Only surveying current users • Asking engaging tenants why unengaged tenants don’t engage……

  5. Using Customer Research:Evidence Collecting Case Study

  6. Using Customer Research:‘Did it work? Is this still what we need?’ Why? How? Comparing outcomes with stated aims Before and after data and user profile comparisons Split testing • Even with the best planning change isn’t always effective • Measuring level of impact against level of investment • Evidencing effective change can; • secures more resources • aid best practice sharing

  7. Using Customer Research:Impact Case Study

  8. Using Customer Research:Practical Tips • Get to know your tenants better – segmentation and profiling • Use the data you have first then fill in the gaps with additional research • Don’t assume other people’s statistic fits your profile – check

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