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The Second Edition of Customer Visits offers a complete guide to all aspects of planning and executing a programme of visits to customers by individual managers and cross-functional teams.
Features new to this edition include: expanded coverage of ad hoc results; more examples of good and bad procedures; expanded section on how to analyze visit data; expanded coverage of kinds of questions to be asked of customers; and better integration with other market research tools. Customer Visits offers a wealth of specific advice, and shows how customer visits can assist new product development and the improvement of customer satisfaction.
The Contribution of Customer Visits to a Market Focus
The Customer Visit in Practice
A Typology for Customer Visits
Planning a Program of Visits
Selecting Customers to Visit
Prepare a Discussion Guide and Construct 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