Raising Quality

Customers

This information is part of the Making a Quality Plan topic.
In Customers:

• What customers want
• Analysing your customers

Understanding customers and their needs

Understanding who your customers are - and taking the time to think about whether you could target others - is an essential first step before you start to plan. You should be keeping them and their needs firmly in mind when you start to look at the rest of your business, because ultimately, how well you meet these needs is a major factor in how well your business succeeds.

In this topic

In this topic you'll look at:

1. What customers want
   Firstly you'll look at what customers want and expect from tourism and leisure. Naturally different people are motivated by and want different things, but there are some broad expectations that all customers have.
2. Analysing your customers
   Next you'll work through the people who book or buy from your business in order to understand who they are, what motivates them and what their needs are. You'll also look at the people you fail to attract as a business - to understand why, and whether you want to attract them - and those who make enquiries but don't actually buy or book. This analysis underpins the rest of your quality planning - and will also be essential information when you come to reviewing and planning your marketing.

What you'll need

You'll need your computer or pens and paper to make notes and you'll need any customer lists, databases, diaries, invoices or other paperwork to jog your memory as to who has bought and enquired from you in recent months.

How long it takes will depend on how easy it is to look at your customer information and how deeply you want to explore your customers. Allow at least two hours.

Getting started

To get started click on 'What do customers want?' below:

• What do customers want?