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Drawing on best practices found at leading technology firms, this book offers a complete guide to all aspects of planning and executing a programme of customer visits, and explains how these can assist new product development and the improvement of customer satisfaction.
A wealth of specific advice is offered on topics such as: kinds of objective; how many customers to visit; how to prepare a discussion guide; how to coordinate visits with the sales force; how to build rapport; effective and ineffective questions to ask customers; and traps and pitfalls in the analysis of data from visit programmes.
The Contribution of Customer Visits to a Market Focus
The Customer Visit in Practice
A Typology of Customer Visits
Planning a Program of Visits
Selecting Customers to Visit
Prepare a Discussion Guide and Construct Good Questions
Conducting the Visits
Completing the Visit Program
The Analysis of Visit Data and the Question of Generalizability
The Customer Visit in Perspective
History and Future Prospects of Customer Visits