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Books > Business & Economics > Business & management > Sales & marketing > Customer services
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Customer Visits: Building a Better Market Focus - Building a Better Market Focus (Paperback, 3rd edition)
Loot Price: R1,746
Discovery Miles 17 460
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Customer Visits: Building a Better Market Focus - Building a Better Market Focus (Paperback, 3rd edition)
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Today more and more businesses seek to get closer to their
customers. While many books urge a customer focus, few offer much
in the way of specific advice. This book emphasizes the importance
of sending cross-functional teams to visit customers at their
workplace and explains how this approach can assist new product
development and the improvement of customer satisfaction. Drawing
on best practices found at leading technology firms, Customer
Visits, Second Edition offers a complete guide to all aspects of
planning and executing a program of customer visits. A wealth of
specific advice is offered on topics such as the right and wrong
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 programs. The author?'s years of experience teaching seminars
for leading firms insure that the advice offered in this book is
practical and actionable. Managers and engineers engaged in new
product development will discover a wealth of suggestions for
finding out what customers really want. Executives will discover a
practical and cost-effective approach to motivating employees to
focus on customer satisfaction. New in the second edition: +
Expanded coverage of ad hoc visits + More examples of good and bad
procedures + Expanded section on how to analyze visit data +
Expanded coverage of questions to ask customers + Better
integration with other market research tools
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