Yet, before reaching that state, the managerial team at the TCS Management Group should focus on analyzing the following:
The number of people interviewed and the relevance of their answers. The managers should as such correlate the results of the study with the information they already have and identify similarities and differences. It is normally expected that, despite the existence of differences, the general trend be maintained
The number of people the research estimated to participate in the forum and the actual number of participants
The necessity for potential improvements and the ability of the research to point out to the exact improvements that need to be made; otherwise put, the ability of the research and marketing efforts to identify new needs
4. The 16% new to the software
The majority of the telephone survey respondents answered that they were content with the product and that they would gladly recommenced it to their colleagues. Still, about 16% of the respondents said that they had only recently been introduced to the TeleCenter System and were as such unable to form an opinion. To the marketing specialists, this answer would sound like the end of the conversation, or at least the part of the conversation dealing with impressions over the software application. Yet, the conversation could continue by asking the individuals other types of questions referring to the software system. They could for instance ask them questions related to the ease of using the application or the existence of any parts which raise difficulties for the new users. Additionally, what they could do is to ask the respondents about their first experiences with the TeleCenter System. Did they need and receive any guidance? Is special training necessary? These questions would allow the company to construct better future applications.
At the Users Forum, the managerial team at the TCS Management Group could set up a special place for new users of the TeleCenter System in which they explain the benefits of the application, as well as demonstrate its usage.
5. The combination of marketing and research efforts
The campaign initiated by TCS had the particular...
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