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By Knight Kiplinger

The Kiplinger Washington Editors

Nov. 14, 2008

Facing the Recession :
How Bad Will It Be?

When Barack Obama takes the oath of office Jan. 20, he'll inherit the worst economy in a quarter of a century. This week�s Kiplinger Letter looks at how bad it's likely to be and what the new president might do to help spur a recovery.

ALSO IN THIS ISSUE: Global Outlook, Mass Transit and Travel, Business Costs, Obama's Kitchen Cabinet, Obama's Early Plans, Energy, Climate Change, Business Tech and The Middle East

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About a year ago I started a golf accessory online business . I would like to know how I can best market the site to get more visibility from customers as well as differentiating myself from other golf online store.

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How to Make Customer Research Matter

Customer and client research is crucial to most businesses, but many don't go far enough to get the right information or leave customers smiling.

Worth Reading: The Quick Take from Kiplinger

August 2008

Joe Mullich

fuelNet Monthly

fuelNet Monthly is a marketing newsletter published by The Pohly Co. consulting firm and is a monthly contributor to Kiplinger Recommends. "9 1/2 Ways" is a monthly feature of the newsletter. Featured author Joe Mullich, a former editor of Business Marketing magazine, has contributed to more than 20 national publications and has won 25 journalism awards. His work has appeared in Advertising Age, The New York Times, the Los Angeles Times, Think Magazine and Creativity.

Customer research is a must for more businesses -- especially in a weak economy, when many individuals and companies are seeking better deals, more efficient service or simply deciding to do without. Surveys, focus groups and interviews not only can spot and fix problems but also are opportunities to connect with customers directly and assure them that you're paying attention to them and their needs, says fuelNet Monthly.

"An overlooked benefit of research is the opportunity to let customers know their input is critically important and impacts your product offerings, delivery channels, and level of service," the marketing newsletter says in its regular �9 1/2 Ways� column. One suggestion is to skip focus groups with some key customers and have them interviewed face-to-face. But hire someone to conduct the interviews, and don't have a company representative do it. Customers are likely to be more straightforward with an objective stranger.

And after doing all that work, don't let it go to waste. "Have front-line managers put together a plan in response to your customer research, with specific solutions to any problems that are uncovered," the newsletter suggests. Then make sure departments follow through by checking on progress and asking lots of questions.

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