Incorporate the new information into your plan to help others in the future. Recognize and reward employees who outperform stated customer satisfaction objectives and goals, and those who make recommendations on how to handle customer complaints better, how to be more effective, or who consistently offers better policies and procedures. Make sure employees share success stories by submitting written documentation to management. Ask employees what else they recommend doing to increase customer satisfaction and establish stronger loyalty from customers. This will stimulate employees to think in personal terms of what they can do for your customers.
Focus groups are also a popular method to gather customer information.
Oral questions are posed to a group of individuals who represent the target population. A third-party should be used to administer these questions to avoid bias. This method of information gathering is time consuming and, at times, expensive. The process of gathering information and analysis of the findings should be an ongoing process for all organizations small or large. The customer service plan must change to meet the demands of an ever-demanding customer and to maintain the competitive advantage.