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Measuring Customer Demand
November 14, 2008
Last blog we asked, “How do you monitor changing customer demand?” Examples of changing customer demand include the shift from direct mail to email or from long runs of offset printing to short runs of digital printing. Different companies do this in different ways. Here are a few examples and some pros and cons.
In some companies someone at the senior management level has sales responsibilities and learns first hand from their customers. This works best when they have a fair number of customers across a wide variety of products and the senior level person meets with them as opposed to just taking orders from them.
Some companies are active in peer groups or associations and hear from their colleagues. This works best when the other peer group members are well informed and when those association meetings are attended at least twice a year.
Some companies are more proactive in their use of tools and use surveys or focus groups. This works best when these tools are used on an ongoing basis, are done professionally and are not a burden.
How do you monitor changing customer demand?
Readers, please e-mail your comments to Howie.
Posted by Howie Fenton on November 14, 2008 | Comments (0)
