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Customer Needs Assessment | Survey Design &

Analysis

3 minutes

One of the most valuable things you can do for your business is to
conduct a Customer Needs Assessment.

What is a Customer Needs Assessment?

A customer needs assessment is a detailed look at the needs and
expectations of your customers.

If you don't know what is most important to your customers, it is

difficult to fulfill their needs and meet their expectations. It is easy to
assume you know what your customers want and what is important to
them. That can be costly. Even if you are in regular contact with your
customers, their true needs and wants are not always on the surface
and can take more than a five-minute conversation to understand. This
is why Survey Design & Analysis uses personal interviews by skilled
interviewers for its customer needs assessments. Unlike a survey,
personal interviews allow for two-way communication throughout. This
communication style lets the interviewer tailor his or her questions to
fit the customer being interviewed. It allows them to dig deeper into the
real needs and wants of the customer.

The goal of a customer needs assessment is to understand what

customers want and what their true needs are, which are sometimes
different than their stated needs. The method of discovery, personal
interviews, is limited because of the time and costs of conducting the
interviews. Thus, a second phase is necessary when your customer
base is more than a few dozen. In this case the second phase involves
conducting a broad-based survey across your customer base to
validate the results obtained in the first phase, the personal interviews.

Survey Design & Analysis has found this exclusive two-phased

approach to be extremely successful for connecting with your
customers and obtaining valuable information for customer-based
decision-making. The broad-based survey resonates with customers
because it was put together based on customer input.
Your customers want to be heard. Don’t just survey your customers,
connect with them and respond to their needs.

Survey Design & Analysis recommends conducting a customer needs

assessment prior to initiating any customer survey or customer
satisfaction survey in order to ensure that you are starting with a clear
picture of what is most important to your customers and what they feel
their most critical needs are. This makes sure that your customer
survey talks to your customer and asks the right questions of the right
people in the right way.

Call us now to talk to a customer survey expert and learn how a

customer needs assessment can help you.