Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

When your customers talk, you should listen in

21.05.2007
New technology means that it is now possible to find out what customers are actually saying. Professor Tor W. Andreassen from BI Norwegian School of Management has listened to what customers have to say about various products.

You can be sure of one thing: customers talk about the goods they are buying or thinking about buying. And you can be equally certain that not everything they say about a product or service is good.

A dissatisfied customer makes his complaints clear to his friends and acquaintances. If a company can find out what its customers actually talk about, it can learn a great deal.

“Companies that understand their customers, often enjoy significantly greater customer satisfaction than those which don’t,” asserts Professor Andreassen. And happy customers mean a satisfying rustle of banknotes in the till.

Exchanging opinions on the net

Previously, finding out what your customers thought was easier said than done, and in many ways only a pipe dream. Now this is all changing.

Increasingly customers are saying what they think on the Internet. This is happening through various discussion forums, “chatting”, virtual meeting places or through the use of blogs (web-based diaries).

Simultaneously, special search engines have been developed to find the information you require in blogs and discussion forums on the Net.

“New technology makes it possible to discover what customers are saying when they discuss companies, products or services,” maintains Andreassen, who is head of BI’s Department of Marketing.

15 topics of conversation

Professor Andreassen headed a research project at BI on customer talk about different products. The research team recorded every dialogue between the users of selected discussion forums over a period of three months.

The researchers then analysed the content of the dialogues and identified a total of 15 popular topics of conversation, which were divided into four main groups: customer relations, users’ experiences, requests for information and comments on new products.

Andreassen can reveal what customers said about:

1) Quality of customer service
2) Dealer quality
3) Dealer availability
4) Companies’ business practices
5) Product quality
6) Relationship between price and quality
7) Experience with special functions
8) More subjective experiences
9) Ways of using the product or service
10) Technical questions
11) Requests for additional information
12) Experience of a particular type of product
13) Opinions of new products
14) Expectations of coming product launches
15) Wish lists for future products
Customer-driven innovation
“We can read in black in white what customers think about new products and what they want from future ones,” says Andreassen.

BI’s researchers are in no doubt that customer talk contains valuable information for company research and development departments. In practice, this will enable innovation to be customer driven.

Companies which actively use their customers to generate ideas for fresh solutions can reduce their development and launch times considerably, while simultaneously increasing their probability of success. They can also correct any defects more quickly by keeping up with users’ comments.

“Insight into continuing conversations between customers will be a life-line for every market-oriented organisation,” declares Andreassen.

Audun Farbrot | alfa
Further information:
http://www.bi.no

More articles from Business and Finance:

nachricht Microtechnology industry is hiring – positive developments of past years continue
09.04.2018 | IVAM Fachverband für Mikrotechnik

nachricht RWI/ISL-Container Throughput Index with minor decline on a high overall level
20.03.2018 | RWI – Leibniz-Institut für Wirtschaftsforschung

All articles from Business and Finance >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Powerful IT security for the car of the future – research alliance develops new approaches

The more electronics steer, accelerate and brake cars, the more important it is to protect them against cyber-attacks. That is why 15 partners from industry and academia will work together over the next three years on new approaches to IT security in self-driving cars. The joint project goes by the name Security For Connected, Autonomous Cars (SecForCARs) and has funding of €7.2 million from the German Federal Ministry of Education and Research. Infineon is leading the project.

Vehicles already offer diverse communication interfaces and more and more automated functions, such as distance and lane-keeping assist systems. At the same...

Im Focus: Molecular switch will facilitate the development of pioneering electro-optical devices

A research team led by physicists at the Technical University of Munich (TUM) has developed molecular nanoswitches that can be toggled between two structurally different states using an applied voltage. They can serve as the basis for a pioneering class of devices that could replace silicon-based components with organic molecules.

The development of new electronic technologies drives the incessant reduction of functional component sizes. In the context of an international collaborative...

Im Focus: LZH showcases laser material processing of tomorrow at the LASYS 2018

At the LASYS 2018, from June 5th to 7th, the Laser Zentrum Hannover e.V. (LZH) will be showcasing processes for the laser material processing of tomorrow in hall 4 at stand 4E75. With blown bomb shells the LZH will present first results of a research project on civil security.

At this year's LASYS, the LZH will exhibit light-based processes such as cutting, welding, ablation and structuring as well as additive manufacturing for...

Im Focus: Self-illuminating pixels for a new display generation

There are videos on the internet that can make one marvel at technology. For example, a smartphone is casually bent around the arm or a thin-film display is rolled in all directions and with almost every diameter. From the user's point of view, this looks fantastic. From a professional point of view, however, the question arises: Is that already possible?

At Display Week 2018, scientists from the Fraunhofer Institute for Applied Polymer Research IAP will be demonstrating today’s technological possibilities and...

Im Focus: Explanation for puzzling quantum oscillations has been found

So-called quantum many-body scars allow quantum systems to stay out of equilibrium much longer, explaining experiment | Study published in Nature Physics

Recently, researchers from Harvard and MIT succeeded in trapping a record 53 atoms and individually controlling their quantum state, realizing what is called a...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

VideoLinks
Industry & Economy
Event News

In focus: Climate adapted plants

25.05.2018 | Event News

Save the date: Forum European Neuroscience – 07-11 July 2018 in Berlin, Germany

02.05.2018 | Event News

Invitation to the upcoming "Current Topics in Bioinformatics: Big Data in Genomics and Medicine"

13.04.2018 | Event News

 
Latest News

In focus: Climate adapted plants

25.05.2018 | Event News

Flow probes from the 3D printer

25.05.2018 | Machine Engineering

Less is more? Gene switch for healthy aging found

25.05.2018 | Life Sciences

VideoLinks
Science & Research
Overview of more VideoLinks >>>