Knowing Our Customers
In knowing our customers, there are three results 'outside the walls' that deliver satisfaction to customers. Customers deserve and demand that we supply, service and satisfy them.
"The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer." - Peter Drucker
Supply
- Our products or services must match their requirements. If they require gold quality, and we supply bronze, they are not our customers. Supply gold and we may qualify.
- Our prices must represent value for them. First, our product or service must match their specifications. Second, they must believe in our service and reputation. Third, we will need to be competitive in terms of value for their money. Don't fall into commodity thinking, even if you are in a commodity business.
- Our processes must be customer driven. Policies, processes and procedures must be designed to make doing business with us easy.
- Our people must be professionals. Those in direct contact with the customer, particularly sales, technical support, and logistics management, must have account management skills and experience. Management should be aware of and support major initiatives.
Service
- Our service standards must deliver on the 4 'C's - capability, capacity, commitment and communication. Our staff must be trained to provide information and expertise; be accessible and available; everyone in the organisation committed to meeting the service promise; all service activities measured and communicated.
- Our service systems must deliver seamless order-to-completion for the customer. Internal processes manage the performance of all aspects of the supply chain. Failures are minimised by effective and efficient feedback systems.
Satisfy
- Our relationship status must be based on each assessing the current and potential worth of the relationship to each other. It is based on a quality/quantity mix of time, complexity and resources.
- Our relationship strategy must be driven by lifetime value and loyalty-based management principles.
- Our relationship satisfaction must provide the customer with excellent human service experiences. Transactions, communication, treatment, negotiations, complaints, conflict and celebrations are jointly managed to mutual satisfaction.
Author Credits
Priority Management is an international training organisation which provides techniques, tools and training to enhance productivity. There are more than 100 offices worldwide, with branches in all capital cities in Australia. Web Site: www.prioritymanagement.com