Summary
Good 'customer radar' has a number of components, but the fundamental aspect is the ability to act upon information quickly. Too much emphasis can be placed upon dealing with symptoms rather than tackling actual causes, and so excellent interpretation and diagnosis is also an essential feature of understanding customer needs: gathering customer information doesn't guarantee effective results unless it is used correctly and the results fully applied.
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Extract
Listening to the Client
I have previously commented on the overwhelming evidence that customer satisfaction surveys do not give an accurate picture of the opinion of the customer. This article will seek to establish why customer satisfaction surveys can be unreliable and how successful companies communicate with their customers to provide consistent, reliable information about how best to support their customers, creating loyalty a...
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