Ask a customer what they want from your company or service, and they will tell you. This morning I went to the hairdresser, and when I sat down, Shana asked me if I would like my hair trimmed. She didn’t assume chopping off two inches of length would be right for me; instead she asked me what I wanted. It’s not much different in most other businesses; companies can ask and then act on consumer answers. High ratings for customer satisfaction directly correlates to a happy, knowledgeable and friendly staff. Appreciate the staff, and collect the data to improve customer satisfaction.
Perhaps it is a good idea if a company owner becomes a customer and walks in the shoes of a consumer. Take the example of an internet shoe company. Order a pair of shoes from a competitor; observe their service, tryout their product; become involved in what you are marketing – just participating now and learning from the experience. Are their procedures better than yours, and how can you improve your company? What can you do to make the customer experience even more satisfying than your closest competitor?
Feedback from questionnaires and surveys can supply constructive information. There are well-established techniques which can lend helpful hints, ideas, and preferences. Feedback should not be limited to consumers; have employee participation since representatives dealing with customers are likely to provide important constructive contributions. Employee responses are the best resource and most reliable method to gather customer feedback. As sales and service representatives build a rapport with consumers and clients, trust builds, and it becomes a natural part of an interactive conversation.
Some companies use statistics to follow trends. This might include what products are selling best, competitive pricing, customer repeat business, and sales indications, and preferences. Statistics cannot measure if the customer is getting what they want, or if the company is delivering the product the customer wants. If you are the only game in town or the least expensive, statistical information might not be any guarantee of how well you are doing.
Analyze your direct competition, talk to their customers so you know what customers think, and never forget that we run our businesses for our customers. People want to do business with people they respect; let’s build from there.
photo credit: hi-lo
