Collecting the data Several different methodologies can be implemented to ascertain what our customers need. In qualitative analysis the knowledge and judgment of the persons administering the assessment can be crucial.
Strategic planning is necessary here.
Time must be spent to digest the information and get back to the customers. If the assessment was designed correctly, good customer understanding will be a by-product of the process. Many times the process reveals truths or needs that the organization cannot deal with immediately, but acknowledging customer input is often a first step to developing customer loyalty. Customers see that at least we are listening. The customer assessment should provide data that enables intelligent decisions to be made that will enhance customer value.