Loughborough

# 11 – 29th January 2008

Walk in the Customer’s Shoes
Whilst driving in Loughborough the other day, I followed a van belonging to a local company (I will not name them). Underneath the road grime and partially obscured by dents and rust, there was a strap-line on the quality of their work. As a potential customer, I immediately thought that there was a big difference between my perception (seeing the van) and the image they are trying to convey. It reminded me that we are all so wrapped up in our own businesses that it is easy for us to forget about the customer. Our customers see us in a very different light to that we shine on ourselves.

Language
Always remember that, whilst you are an expert in your field, your customer has come to you because he/she needs your help / products /services. This means that you have to be sensitive to the fact that your customer will not necessarily be comfortable with the “techno-babble” that you use when you work with other experts. Take the time to translate and to check for understanding – without being patronising.

Perception
Perception is reality – as far as your customer is concerned.
How does this affect you?

1. Keep your promises when:
• your answering machine greeting says you will call back
• you leave a message for another that says “I’ll call again.”
• your literature says “Never knowingly undersold.”
• you claim 20% saving
2. Check that your customer perceives that you kept the entire promise.
3. Always resist the temptation to over-sell.

Know Your Customers
Find out what they really think.
After an event, ask for honest feedback – anonymity promotes honesty.
Call people up to check that they are happy.
If you have a team so that there are customers you never speak to or deal with – call them up once in a while – ask open questions and find out what they really think. One of the best customer care programmes I have seen was in a large organisation where each director was tasked with five customer interviews per week. They are one of the few organisations where the customer really is known in the board-room.

Make It Your Fault
If anything is not as your customer would wish it, make the problem your fault – even if you know that a supplier let you down (think this one through – you do not want to end up with a large compensation bill!!). Discuss the issue, find a solution. Get closer to your customer – you will unlock more work.

Measure Continuously
If you have measures for customer satisfaction, make sure you measure from your customer’s perspective. Know what your client cares about and measure it. Facts and data make for better decisions.

Benchmark Competitors
Ask around – find out what people say. Go visit yourself. Ask your competitors – you would be surprised what people will say. Harley Davidson executives visited Honda in 1982 – the rest is a well documented history of quality turn-round.

 

Paul Fileman MIET CEng MCIM
Chartered Marketer
paul.fileman@talktosps.com
Tel:  01509 854447
Mob: 07969 188820
www.talktosps.com