Understanding Your Customers

The DTI drives our ambition of ‘prosperity for all’ by working to create the best environment for business success in the UK. We help people and companies become more productive by promoting enterprise, innovation and creativity.

We champion UK business at home and abroad. We invest heavily in world-class science and technology. We protect the rights of working people and consumers. And we stand up for fair and open markets in the UK, Europe and the world.

Understanding Your Customers

The better you understand your customers, the more responsive you can be to their needs.

By looking at the experience of one company, this guide shows how you can gather, interpret and use information about your customers to improve customer service and market your business more effectively.

This guide is for any business that wants to improve

  • sales
  • customer service or
  • customer loyalty.

It covers: how to give your customers what they want by changing your systems and processes to help you understand more about them.

Achieving best practice in your business is a key theme within DTI’s approach to business support solutions, providing ideas and insights into how you can improve performance across your business. By showing what works in other businesses, th DTI can help you see what can help you, and then support you in implementation. This guide focuses on these solutions.

Published by the Department of Trade and Industry. www.dti.gov.uk
© Crown Copyright. URN 04/1724; 10/04

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