We truly appreciate our customers for buying our goods and services – without them we would merely have a hobby instead of a business.
However, customers provide us with several valuable resources and contributions which may not be as obvious...less top-of-the-head mindfulness on our part.
- Customers keep us sharp and competitive – they have an expectations of us for providing value, quality, and service
- Customers tell others about our goods and services – bragging on our behalf when we exceed their expectations; warning others when we don't
- Customers give us feedback and suggestions – good, bad, or indifferent, they periodically have something to say and share it with us
- Customers like value, but expect fairness – when something goes wrong they expect a fair, hassle-free solution
- Customers demonstrate affiliation and loyalty by alerting us of problems or situations – often they are the first to report a problem with our on-line presence or alert us early about things like an emerging trend in slow delivery
- Customers realize we're not always perfect but expect us to strive toward practical perfection – how quickly do we identify and correct problems; are we innovating by adopting proven new technology
- Customers want to be treated with respect and consideration – they expect to us to follow up on commitments – like a promised return call or sending additional information
- Customers like simple and easy transactions – simple items like recognizing a returning customer so we can complete routine and contact information from stored data
- Customers return to buy again where they have a relationship and receive value, quality, and service – we can control all these variables.
Organizations that recognize the value of the customer beyond just today’s sale have a precious resource to aid in their success – like the 12th player on the field for some football teams – the fans – which have a huge influence on the outcome of the game by being engaged and enthusiastic.
Organizations with no direct customers, or who do not recognize the contributions by the customers, will have a harder time achieving success. Know of any?
Philosopher George Santayana said: those who do not learn from history are obliged to repeat it mistakes – a business corollary of today is: organizations who do not recognize the value of listening to their customers are bound to make the same mistakes repeatedly, but not to the same customers (they have moved on).
Sales Lab Posts – a fresh outlook