Customer needs
Customer service is the service provided to customers before, during and after purchasing and using goods and services. Good customer service provides an experience that meets customer expectations. It produces satisfied customers. Bad customer service can generate complaints. It can result in lost sales, because consumers might take their business to a competitor.
Good customer service involves developing bonds with customers, hopefully leading to long term relationships. It creates advantages for both customers and the business alike. Customers benefit because the business is providing a service that meets their needs. The business benefits because satisfied customers are likely to be repeat customers. They will stay with the business. However, good customer service is not easily achieved. It takes time to establish. It requires investment to deliver consistent standards.
Market Research
Market research is a method of looking at the market you plan to enter in an objective, systematic way, allowing you to analyse exactly how you will position your business and predict how and where to place yourself in the market. Business owners then include the data in their business plans to help potential stakeholders gain a better insight into how the business will fare.
Secondary research - research commissioned by others which is relevant to your business. This generally takes the form of reports and statistics put together by government agencies, chambers of commerce, trade association or statistics groups such as Mori or Nielsen. Most people start with secondary research to give them a good idea of the state of the market as a whole.
Primary research - research the business has done itself, often by putting together focus groups, drawing up surveys or simply interviewing potential customers and competitors. This allows you to get immediate feedback about your product or idea.
| Qualitative Data | Quantitative Data |
Overview:
- Deals with descriptions.
- Data can be observed but not measured.
- Colors, textures, smells, tastes, appearance, beauty, etc.
- Qualitative → Quality
| Overview:
- Deals with numbers.
- Data which can be measured.
- Length, height, area, volume, weight, speed, time, temperature, humidity, sound levels, cost, members, ages, etc.
- Quantitative → Quantity
|
|
Qualitative data:
blue/green color, gold frame
smells old and musty
texture shows brush strokes of oil paint
peaceful scene of the country
masterful brush strokes
|
Quantitative data:
|
|
Qualitative data:
robust aroma
frothy appearance
strong taste
burgundy cup
|
Quantitative data:
|
Example 3:
Freshman Class
|
|
Qualitative data:
friendly demeanors
civic minded
environmentalists
positive school spirit
|
Example 3:
Freshman Class
|
|
Quantitative data:
|
Ages - Children, Teenagers, middle age, oaps.
