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Understanding customers 'crucial to service industry'

Published: Wednesday, 23 April 2008   Category: Sales and marketing

Understanding customers is the biggest challenge facing the customer service industry, according to new research

Conducted by Charter UK, a provider of enterprise complaint and feedback management software, the study found that 43 per cent of respondents felt this was the most significant challenge.

Paul Clark, Charter UK's chief executive, commented: "The key to attaining a better understanding of customers is simple - talk to them!

"All organisations should be proactively speaking to their customers at regular intervals and asking questions that can drive business decisions through gaining an understanding of their customers' likes and dislikes, pain points and things that make them happy."

He added that a high proportion of companies are using 'yes/no', 'on a scale of 1-10' style surveys, which do not provide a fully rounded understanding of the customer.

Furthermore, the survey revealed that 55 per cent of respondents believe customer service standards have improved over the last five years.


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