CUSTOMER NEEDS DATA MANAGEMENT

4.14.2009

When innovation professionals engage in new product development, product refinement, updates and product repositioning, it is essential to verify that the actions taken will be accepted and appreciated by end users and customers. For totally new ventures, customer needs data collection can be a difficult task. For established companies and product lines, the activity of data collection can begin from a set datum, but managing the data in a way that will achieve tangible results can be a challenge. Successfully implemented, effective customer needs data collection, analysis and use can help address market needs and fill potentially overlooked gaps in product and service development. In some cases it can be a major driver of innovation, leading to novel solutions and dramatic improvements.

Collecting data is a great way to start, but establishing a system of data collection first is often more efficient. Consider what specific findings will most help your product or service development goals. Without an effective template or database to plug the data into, an innovation manager can soon become swamped with mountains of superfluous numbers, statements and suggestions.

Some common methods of data collection are surveys, questionnaires, customer feedback forms, telephone interviews, focus groups, and user groups meetings. Done correctly, the data collection activity is not perceived as intrusive; rather it will effectively build brand loyalty.

Five tips for customer needs data collection:

• Ask questions of the people that matter - customers and employees.


• Listen to their answers and question carefully.


• Act quickly on those things you can fix quickly.


• Build into your short, medium-and long-term strategies the things you are finding out.


• Work to ensure that your people are empowered to do this all the time, day in, day out and to feedback to where it will be noticed

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