We all know the statistics: a customer who has had a bad experience will tell up to 20 people, while the average satisfied customer may tell five others—if you're lucky!
It costs five times more to attract a new customer than to keep one you already have. Only 4% of your customers will bring a complaint to your attention, so for every complaint you receive there may be dozens that you haven't heard about.
What are you to do?
If you are like many business owners and managers, you probably survey your customers, either formally or informally, to determine their level of satisfaction. Research studies indicate that if you really want to know how your customers feel about your company, you need ask only one question: “Would you recommend us to your family, friends, and colleagues?”
If the answer is a resounding “Yes!” you are likely meeting, and even exceeding, your customers' expectations. However, if the answer is not a spontaneous “Yes!” then there's work to be done.
Here are 10 techniques that will help you meet the challenge of developing a customer-focused organization:
1. Examine your company's culture
Right about now, you may be asking, “What is this thing called culture, and why is it so important?”
Culture is, simply, “the way we do things around here.” Without a doubt, culture has a tremendous influence on your organization and the service it provides.
The most successful businesses have a culture that is driven by values—like trust, quality, respect, learning, integrity and teamwork. Such values are embedded in the organization, and everyone is focused on meeting and exceeding customers' expectations.
So start by examining your company's culture, and take time to articulate the values that are important to you. Ask yourself if those same values drive the way your company operates on a daily basis. If that's not the case, then make a vow to start living those values today.
2. Communicate with your internal customers about your vision for providing exceptional service
Who are your internal customers? Well, they are your employees!
In his best-selling book, The Customer Comes Second and Other Secrets of Exceptional Service, Hal Rosenbluth tells us, “Make sure you maintain an environment in which people feel encouraged to reach for the exceptional.”
Talk with your employees about how much you value your customers, and clearly define what, in your mind, constitutes superb service.
3. Listening to your employees is critical if you want them to listen to your customers
As Hal Rosenbluth says, “Seek input from your people. After all, they will be living the culture.”
Have a brainstorming session with them about your key customers and ask them what they believe would delight those customers. They will be pleased to learn that you value their input, and they will likely have some insights that may surprise you.
