What is it?
A Products and Services Survey probes customer contact employees regarding all factors that could develop new customers or enhance customer loyalty. It is an internal market analysis process.
Why do it?
Traditional market research focuses on buyer response. This survey is seller-oriented. Any buyer makes limited purchases, whereas customer contact employees "sell" products continuously. They often see what an individual purchaser does not and routinely encounter buyer tastes, biases, and trends. This survey taps what may be the most market-sensitized input obtainable.
When to do it?
Whenever sales need a significant boost.
How does it work?
A sample of customer contact staff is interviewed to determine specific areas which should be covered. A questionnaire is then designed for use with all customer contact staff. Subject areas frequently addressed are:
- Immediate Improvement of Sales
- Long-term Sales Growth
- Changing Consumer Needs
- Customer Service
- Quality of Products
- Competitors
- Product Trends
- Advertising
- New Markets
- New Product Opportunities
- Individual Product Assessment
- Pricing/Credit Policies
- Product Positioning
- Product Mix
- Evolving Products
- Maturing Products
- Product Promotions
- Untapped Product Niches
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