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Make
Sure You Get The Customer Perspective
by: Erwin Steneker
Businesses
that fail, often forget to seek out the customer perspective. I have
talked to some folks at businesses that were less than successful, and when
asked if they actively seek out customer comments, the answer invariably
is no. Why don't they do that? Why not get the customer perspective?
Oftentimes,
the company is overconfident, and thinks they know what customers want.
This myth, because that's what it is, can be upheld as long as the
customer is not involved. However, the customer has a strong vote in the
buying process, and in the end it will become crystal clear how the
customer feels! At that point, of course, it's too late to do anything
about it.
Another
reason for not asking the customer is fear. From the customer perspective
you might not be doing so well as you thought you were. For insecure
persons that may come as a blow! In order to protect themselves, some
folks just don't want to hear it and simply don't ask. On the other hand,
they could be missing out on a whole lot of uplifting comments.
Get real!
Would you rather get the customer's votes in your wallet, or in your
mailbox?
The sooner
you know how the customer feels about your business, the sooner you can
start to correct any shortcomings that may emerge. But you have to act.
There is no use in hiding the remarks you don't like. This doesn't change
the reality. Put your customer in the centre of your business and let the
rest follow in tune.
This can only
improve your bottom line.
Erwin
Steneker is a senior support consultant with over 13 years of experience
in both sales and IT support.
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