A pretty obvious response is to ask them. Tools such as customer surveys or customer advisory panels are very useful. Some staff members are skilled at listening with 'the third ear' and pick up vibes from customers' comments. They can often pick up on a chance comment to identify a need which creates a new service or product, or can push existing products into new uses or markets. Follow-up phone calls can quickly and effectively test customers' opinions, a short period after the initial 'sale'.
Complaints also play a part in better servicing customers' needs.
Naturally, if FMRC's Benchmarking Team can provide better service to you or to your members, please call, fax or e-mail me. By Linda Mortensen Everyone I speak to wants more information on their industry. Many of you know about FMRC's Benchmarking research. We market it specifically and get the timing right in order to suit the needs of the group. The results are current and very extensive.