7 service-related factors considered by consumers  Primary market research is almost always the best way of identifying the needs of consumers, along with the nuances associated with each of those needs. In the absence of primary research, businesses have to rely on generalised information derived from academic research. A recent paper suggested that in terms of […]

7 service-related factors considered by consumers  Primary market research is almost always the best way of identifying the needs of consumers, along with the nuances associated with each of those needs. In the absence of primary research, businesses have to rely on generalised information derived from academic research. A recent paper suggested that in terms of customer service, the general needs of consumers might be summarised as follows:  Empathy – the feeling that their needs are understood Fairness – a sense of equity and value for money Transparency – knowing all there is to know Control – feeling they are in control of the interaction Options – a feeling that they have made a choice Information – the ability to get the answers they seek Accessibility – access to service and support  The overall and relative importance of these factors or needs will vary by market, individual, product, and timing. They…