|Services About DT Links Info Request|
|Market Research Marketing Strategy Customer Satisfaction Employee Training|
Lost Order Report Analysis
For years sales staff were required to submit lost order reports. It appears this practice has been lost in the daily practice of business. However, good lost order information needs to be collected and analyzed statistically for patterns and trends before markets begin to deteriorate. This is the Statistical Process Control (SPC) of the marketer. Decision Technology can contact lost customers, obtain lost order information and create accurate “lost order models.”
Customer Needs Analysis & Surveys
Customer Needs Analysis is the heart of the “Customer-Driven” market
research process. Here, we discover, through research, the customer’s wants
and needs. The essence of marketing is simply this: “The customer First,
Last and Always.”
McPherson, Director of Innovation, SRI International said:
Manufacturing Research Survey is created to explore customer attitudes,
preferences and needs. The survey is physically presented to the customer in
one of several forms depending on survey goals and sample criteria.
Selection of the survey sample
group (customer database) is critical. It must reflect sample sizes in concert
with the market segments selected in the Market Segmentation studies. Names
are obtained from several sources including client mailing lists and field
Survey questions can be directed toward several areas - machine process and application, perceptions and image and satisfaction. Typically, questions cover these areas:
The survey results are logged
into a computer database and programmed for strategy modeling. For example,
data can be printed based on customers with 100 or more employees who own
competitive machines. This allows understanding needs in “niche”
survey process yields valuable information about buyer purchase decisions.
Buyer profiles are a “personality profile” of buying habits. Using this
information, sales staff can quickly identify high and low potential buyers.
Sales calls can be maximized and sales training can be more effective.
& Positioning Analysis
The “Price-Performance Matrix” is a tool that
measures a product’s image of quality or value, relative to its price. In
industrial markets, this is a measure of how well a product delivers on its
benefits based on its price. It is used for several other marketing functions:
Customers make purchase decisions based on their perceptions of value. The primary task of the marketing function (including sales) is to increase the customer’s perceived value of the product. This tool will assist in this task.