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How do you listen to your customers? Norwich Business Club October 2011.


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A presentation given to Norwich Business Club on 4th October 2011 for National Customer Service Week. Introduction by Richard Kerrison, Presentation by Jenny Wilding of Research Plus+, Allison Maltby of Kinesiology4health and Jason Dagless of Norfolk IT Services.

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How do you listen to your customers? Norwich Business Club October 2011.

  1. 1. How do you listen to your customers / clients? <ul><li>Jenny Wilding, Allison Maltby and </li></ul><ul><li>Jason Dagless </li></ul><ul><li>4 th October 2011 </li></ul><ul><li>Research Plus + </li></ul>Helping you listen to your customers
  2. 2. Overview <ul><li>Some key findings from the survey “Do you listen to your customers?”. </li></ul><ul><li>Jason’s experience of listening to his customers. </li></ul><ul><li>Allison’s experiences of listening to her clients. </li></ul><ul><li>Some final thoughts. </li></ul><ul><li>Research Plus + </li></ul>
  3. 3. Survey: “Do You Listen to Your Customers?” <ul><li>First week in October is National Customer Service week. </li></ul><ul><li>We carried out an on-line survey in summer 2010 asking businesses whether they listen to their customers and if so how. </li></ul><ul><li>The survey was a way for us to find out more about our potential customers and their needs. </li></ul><ul><li>Half day event on customer service in October 2010. </li></ul><ul><li>Research Plus + </li></ul>
  4. 4. Who took part in the survey? <ul><li>A total of 167 responses. Many small businesses, including sole traders and partnerships (44%). </li></ul><ul><li>Wide range of products and services. </li></ul><ul><li>Both business to business (B2B) and business to customer (B2C). </li></ul><ul><li>84% had taken action to listen to their customers in the previous 12 months. </li></ul><ul><li>52% had a formal system to find out the views of their customers. </li></ul><ul><li>10% had help from an independent organisation. </li></ul><ul><li>Research Plus + </li></ul>
  5. 5. Methods used to find out their customers’ views
  6. 6. Reasons for not listening to their customers
  7. 7. A Round Tuit
  8. 8. Reasons for not listening to their customers
  9. 9. Changes made leading to improvements in:
  10. 10. Summary of the survey <ul><li>Most businesses are listening to their customers. </li></ul><ul><li>Use a wide range of methods to do this. </li></ul><ul><li>Most are not currently using a professional research company to assist them, but a third think this is the best way to find out. </li></ul><ul><li>85% made changes after listening to their customers. Most said that the changes had a positive impact on their customer service and other aspects of their business. </li></ul><ul><li>Just over half reported improved profits. </li></ul><ul><li>Research Plus + </li></ul>
  11. 11. Listening options <ul><li>Four levels of listening: </li></ul><ul><ul><li>Maintain records on your customers. </li></ul></ul><ul><ul><li>Re-active listening: wait until customers complain before you listen. </li></ul></ul><ul><ul><li>Partially pro-active: provide opportunities for customers to provide feedback if they wish (feedback forms available etc). </li></ul></ul><ul><ul><li>Fully pro-active: actively seek customers’ views on a regular basis. Using systems that are suitable to your business and convenient for your customers. </li></ul></ul><ul><li>Use the information to make changes to improve your business and profits. </li></ul><ul><li>Research Plus + </li></ul>
  12. 12. Jason’s experiences <ul><li>On-line survey. </li></ul><ul><li>Impartial external expertise to develop / run the survey. </li></ul><ul><li>Do not be afraid to ask – silence is deafening. </li></ul><ul><li>Confirmation you are on the right track. </li></ul><ul><li>Information for continuous improvement. </li></ul><ul><li>Research Plus + </li></ul>
  13. 13. Allison’s experiences <ul><li>Email and postal survey. </li></ul><ul><li>Refined previous questionnaire. </li></ul><ul><li>Improvements in client comfort. </li></ul><ul><li>Confirmation of excellent customer service. </li></ul><ul><li>Feedback on website. </li></ul><ul><li>New testimonials for website / leaflets. </li></ul><ul><li>Improved client database. </li></ul><ul><li>Research Plus + </li></ul>
  14. 14. Benefits of listening to your customers <ul><li>Shows your customers that you value them. </li></ul><ul><li>Reminds them that you exist. </li></ul><ul><li>Gain confirmation of what you are doing right. </li></ul><ul><li>Find out what needs to be changed. </li></ul><ul><li>Opportunity to increase your profits. </li></ul><ul><li>Obtain new testimonials for marketing. </li></ul><ul><li>Renewed confidence to move forward in your business. </li></ul><ul><li>Research Plus + </li></ul>
  15. 15. Thank you for listening <ul><li>Jenny Wilding and Mark Barton </li></ul><ul><ul><li> </li></ul></ul><ul><li>Allison Maltby </li></ul><ul><ul><li> </li></ul></ul><ul><li>Jason Dagless </li></ul><ul><ul><li> </li></ul></ul><ul><li>Email us for a copy of the full presentation on the 2010 survey: </li></ul><ul><ul><li>[email_address] k </li></ul></ul>