Customer Analysis
Companies too often rely on their sales force to gather feedback from customers regarding company or product performance. The Company’s sales force cannot provide consistent, unbiased information from customers. Management, therefore, often prefers a third party expert to get the inside story from customers.
RSR’s expertise in customer analysis includes the following:
- Survey design
- Information gathering
- Analysis of information and recommendations
The most important part of survey design is customer selection. RSR works with the client to assure that a representative sample of customers is chosen. This sample may include those in different market segments and geographic regions as well as a sampling of the client’s customers and key competitors’ customers.
After the information is gathered, we analyze the findings by comparing and contrasting the information across each of the key customer segments. Based on these findings we recommend actions the client can take to improve its business.
Benefits Achieved
- Understanding market share with each customer or in specific market segments.
- Understanding strengths and weaknesses with each customer and/or in specific market segments.
- Gaining insights into ways to improve business.
Key Components
- Application for the product
- Key purchase decision factors
- Supplier mix
- Annual expenditures
- Purchasing channels
- Supplier evaluations relative to product, service, and price
- Future business opportunities
- Customer segmentation
- Unmet needs
Relevant Case Studies
Customer-Driven New Product Development
A leading process control manufacturer was concerned that it was losing market share, and its products were becoming outdated. Executives met internally to discuss potential product development ideas. They put together a wish list of potential product enhancements...
Hearing What Customers Are Telling Us
A leading, industrial controls company was struggling to grow its sales in certain regions and market segments. At first, they assumed they were in a low point of an economic cycle and tried to wait it out. Later, however, it became apparent that competitors’ sales...
Customer Intelligence and Consultative Selling
A leading industrial automation company was seeking to grow its business by offering a suite of services to existing clients and to penetrate competitive strong hold accounts with new services. The Client was already a leading product supplier to the process industry,...