purpose for collecting customer data, identify...
- urgent problems
- gain competitive edge
- customer needs
- desired level of quality
- measures of customer satisfaction
points to be considered when planning collection effort
- decision factors
staff skills, cost and budget, time constraints
- levels of evaluation needed
- knowledge
- attitudes
- opinions
- behavior
- type of data needed
- qualitiative/discreet
- quantitative/continuous
data tools
- customer service database
- surveys
- focus group
useful as a planning tool for survey or interview, qualitative data only
- interview
qualitative data only
- direct observation
behavior data only