Business Leads UK

In my experience often the most interesting and useful customer feedback does not come through Sales or Marketing. It comes from functions that deal directly with the customer such as Customer Services, Logistics and Finance. I ask these people what customers are saying and often get some amazing information that by its very nature Sales and Marketing would have no way of capturing. For example the customer whose main reason for using one supplier was the way that they invoiced. (It fitted in well with their own internal systems.) Then there was the customer who didn’t like the way that boxes were opened for testing by the supplier. They thought they were faulty. These customers had told people in their suppliers company about these things before but the people in Logistics and Finance didn’t know who to tell or that this type of information was important.

So my recommendation is to forget trying to further automate stuff that Sales and marketing collect and focus on asking staff at the main customer touch points what they are hearing.

Malcolm Wicks
0118 989 1107
http://www.simpleplans.co.uk
malcolm.wicks@simpleplans.co.uk