Crowning the Customer

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The best we can hope to do is to keep increasing our knowledge of the customer, all the time. Getting customers to come back again and again depends critically on your ability to develop a feel for the customer. You can achieve it only through direct personal contact with the customers who generate your business. The single most important skill you need to become truly customer-driven is the ability to listen. The second big secret of listening to customers is: Listen from the top.

Johns Bookshop | Crowning the Customer. How to become customer-driven.

In a truly customer-driven organization, everybody listens. In the typical organization, the higher up you go the less direct listening to customers there is. Some top people regard listening to customers as something that their subordinates do. You are not listening to customers at all if someone else does your listening for you.

Listening second-hand means that your information is filtered through other people. A typical organizational chart will be in the form of a pyramid. What this is saying is that the further up the pyramid you go, the more important things get. But at what point of the pyramid does the company meet with its customers? Very often it will be right down at the bottom.


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This is certainly true of service organizations — like banks, hotels and supermarkets. Most of their dealings with customers are made by people who the organizational chart says are least important. Any person who is truly customer-driven must feel very uneasy with a chart like this. Customers are not troops to be reviewed; they are people to be served.

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The best way to meet customers is to roll up your sleeves and do the job. When you do succeed in eliciting criticism, one of the biggest temptations is to spend a large part of the available time answering the criticism.

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This is a very natural response — an instinctive one. It is, however, one you must train yourself to resist. Before you know what is happening, the customers will perceive the occasion as being company-driven rather than customer-driven This attitude helps me to remember the right way to respond to criticism at a customer panel: to continue to probe, for more and more information — both from the customer who raised the issue and from the others present.

Very often, that probing uncovers new suggestions for dealing with the problem. At worst, it leaves me much better informed as to the exact nature of the customer response — and therefore much better equipped to deal with it. With a positive approach, you will be amazed how often it is possible to implement the ideas that customers give you. The truth is that a reduction in the number of complaints does not necessarily mean a reduction In the number of customer problems.

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If you reduce the number of complaints without reducing the number of problems, then in the long run what you are doing is reducing the number of your customers. Dealing properly with a complaint is not just a matter of keeping that particular customer satisfied.

Much more important, it is a matter of learning from the mistake. Every time a complaint is made, part of the process of dealing with it should be to ask: can we stop this problem from arising again? If you or your staff look on your customers merely as numbers, then you will be tempted to deal with them as quickly as possible rather than as well as possible. And they do not live in niches. When you are truly customer-driven, you will find that much of your most valuable contact with customers is initiated by them — not you.

And all you have to do is make it possible, let it happen. Contact that is initiated by customers rather than by you is more valuable because they and not you are setting the agenda. We hear a lot in management circles these days about visible leadership. The focus is usually on managers being visible to their staff, which I agree is vital. We hear less about the need to be visible to our customers, but it is equally vital — and that is what availability is all about. Topics: Customer Experience. Iliyana Stareva is Global Partner Program Manager at HubSpot where she plans and executes major cross-functional change across the globe.


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She spends her free time dancing salsa or writing about Inbound PR, Inbound Marketing and Agency Business, expertise gathered from years of agency experience and agency business consulting across Germany, the UK and Ireland. I'm always happy to chat about how we can work together.

Crowning the Customer. How to become customer-driven.

Get in touch with me and start the conversation. I'd love to hear from you. Iliyana Stareva. Iliyana's Blog. In he was elected to the Irish Senate as an independent member, where he served until , introducing many innovative bills. He was also chairman of An Post, modernising Ireland's postal network. Feargal's television series "Feargal Quinn's Retail Therapy" saw seen many small business turned around in recessionary times. Feargal Quinn died on 24 April Du kanske gillar.

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Skickas inom vardagar. Laddas ned direkt. How to become Customer Driven Customer service is the competitive business battleground of the twenty-first century. This book, by an internationally acclaimed entrepreneur, is a hands-on guide for people who run businesses or work in them, written in simple jargon-free style. He explains: The 'Boomerang Principle' bringing the customer back How to get the feel of the market place How to listen effectively to the customer Customer panels Why you should increase the number of complaints How to introduce fun and surprise into business.

An essential handbook for managers, company directors, employees and students. Passar bra ihop.

Mind Your Own Business Senator Feargal Quinn Best-selling author, businessman and Senator Feargal Quinn firmly believes every business has the potential to survive and even thrive during a recession. Recensioner i media. Bloggat om Crowning the Customer.