Lane on…Customer Satisfaction
April 26, 2011
“All we do, all day long, is what our customers are asking us to do. If they don’t ask for it, we aren’t in the business of doing it!” This is an all-too-familiar refrain. But the truth is, everytime we engage customers in a dialog about how they are being served, they have feedback for us on what can be improved and what we’re not doing today that they would like us to do tomorrow.
Here are some sound bites of truth we’ve gleaned from listening to customers over time:
- Customers can tell you what to do with existing products and services. Mostly they cannot tell you what they need that is not yet available in the market. They also cannot tell you the best way to accomplish meeting their needs.
- Best-in-class companies behave very differently from the norm with respect to their customers.
- Most firms that engage in customer research fail to convert. By that I mean they fail to make the shift from hearing about customer needs to changing the behaviors inside the organization to leverage what they’ve heard and convert it into additional loyalty and revenue.
- Functions within a business listen to customers with varying degrees of effectiveness. It is a rare firm that has established listening posts at all the critical customer touchpoints to address this.
We’ll be discussing these points in-depth this Friday, April 29, 2011, at the GBQ Redbank Advisors Profitable Growth Executive Breakfast with global customer focus expert Frank Sanders. Feel free to join us and debate these points or find out more about what our other companies are seeing and doing.
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