There is no point providing services that are not valued by customers. Therefore, it is important to develop a good understanding of their needs.

To achieve this:

• ask customers about their experience, use feedback forms or satisfaction surveys for customers to complete
• phone or visit customers at critical points – after the initial sale, for example – and ask if the product/service meets their needs. Consider an outside agency to obtain feedback if necessary
• phone or visit customers if they have not been in contact with you for some time. Ask how their business is going and ascertain what their needs may be
• accept customer complaints and manage these promptly and positively to avoid loss of customers and negative word-of-mouth reports
• keep a list of customer complaints to identify any patterns and the cause of dissatisfaction
• find out what the competitors are offering
• understand why proposals or quotation have been won or lost, and keep a record of feedback
• ask customers what more they need from you.

Customer feedback is most effective when there is both positive and negative feedback. It should be obtained regularly and focus on what customers needt and do not need.

Customer needs should be properly documented in the marketing plan and help to inform the sales plan.