A major requirement in business is to capture the attention of the customers by providing them with whatever they require at a meaningful cost. Understanding the customer is a critical aspect in this case since the business would be in a position of working towards the customer expectations. These expectations are best realized by contacting customer research. This paper looks at the way customer researches can be enhanced to improve the relationship that exists between a business and its customers.

Many problems are encountered when writing the research reports in which the quality of the research insight deteriorates as the length of the report increases (Cross, 2010). This problem could be initiated by unfocused brief, whereby the researcher may decide share less important things within the research context. The customer is the most important factor in the business and he/she should be kept the heart of the business (Cross, 2010). The managers from all levels of the business need to be close to the business’ product or service buyers. This would be a major way of understanding the customers for better interactions and improved relationship.

To enhance customer relationship, various approaches can be used. First, one can observe the customers in their normal and everyday surrounding. Observing the customers’ normal and their daily life would include establishing their daily opportunities as well as getting to know their expectations (Cross, 2010). This would make the management work in a way that would meet such expectations. Customer expectations could be established in a friendly way whereby customers are requested to state their satisfaction from the consumption of the provided products or services. The observation could be made through interactive ways such as observing the way customers enjoy the use of the business products or services (Cross, 2010). The behavior of the customers could as well be observed such as establishing whether customers end up becoming repeat customers.

Again, it would be important to observe the way customers shop and consume the business products or services. Some customers would want to increase the quantity of products they purchase depicting an aspect of satisfaction (Cross, 2010). Various aspects could enhance customer satisfaction. Some customers would be satisfied by the type of product packaging used while others would be captivated by the quality of customer care services available. The feature that contributes to increased customer satisfaction should be considered. To establish such feature, the use of several prototypes could be used such as observing several packs in the case of packaging as a key factor (Cross, 2010). Customers would always seem to be attracted by different versions of packaging, which portrays their expectations and level of satisfaction.

Again, to understand customers effectively, the researchers should place themselves in the various situations of the customers. This could include having the same experience that customers have or pointing out own experience with respect to an observed behavior form customers (Cross, 2010). Direct experience of what the firm is offering would be of great importance in understanding why some customer would act in certain ways.

The most important thing to know the customer expectations and needs a way of improving the business-customer relationship would be the customer feedback. Using the right prototype to initiate these feedbacks would be a critical consideration (Cross, 2010). The feedbacks would make it possible to understand what the firm has to improve to improve customer satisfaction. This could be done with the use of effective communications systems via the business website, social networks, or personalized communications. The customer could also be involved in developing new ideas via these modes of interactive communication.

Reference

Cross, S. (2010, January 09). For Genuine Customer Insights, Go Beyond the Research.    Retrieved September 4, 2013, from http://www.cbsnews.com/8301-505125_162-     39040691/for-genuine-customer-insights-go-beyond-the-research/?tag=bnetdomain

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