Every business would like to be thought of as one that puts customers first. How many of these so – called “customer – centric” businesses are interested in the satisfaction of the customer? It is very easy to say the customer is king particularly if you are the one who has the prerogative to make him feel like a king or a subject. Customers are knowledgeable and they can spot a fake from afar, so it is time you practice what you preach as a business. Lip – service is not good enough and it’s time you changed the way you do things from the” top – down” I tackle eight critical questions in this article to help you become a business people will be delighted to deal with.
1. Who are the customers for your business?
By customer, I am not referring to internal customers who exist within the firm but the paying external customer who patronizes the services of the business. These customers represent different levels of loyalty and revenue generation. You need to define which specific customer you serve unless if your product is a “mass market”, one size fits all sort of consumer product.
2. Why is the customer king?
He is king because the organization exists to serve him and meet his needs. He will be treated like royalty every time he encounters the organization. In the strictest sense of the term king I do not think that organizations do appreciate the full extent of the entitlement of the customer as king. If he really was a king all the processes of the business, operations, finance, human resources would be tailored to satisfy the customers’ tastes and preferences.
3. Who anoints the customer as king?
Kings are usually born into royalty but in this instance the business reserves the right as to who they anoint as king. I have heard of the”Pareto Principle” which states that twenty percent of your effort produces eighty percent of the results. Judging by this analogy, if you are not one of the top twenty customers you may not enjoy kingly status. Customers must be treated fairly and with respect regardless of their “buying power”.
4. When does his kingship cease?
Organizations do not have permanent friends, they only have permanent interests. Should a customer cease to be profitable and begin switching business and become inactive in terms of purchasing pattern, it’s time to review the relationship. It determines what kinds of resources are allocated to meeting the particular customer’s needs. This may sound contradictory to my previous point but it is true that there is no longer a need to entertain and pamper customers that have switched allegiance.
5. Should all customers enjoy that status?
I believe the time will come; in fact it has come when business will reserve the right to choose which customers they are going to serve and pay attention to. It’s time for you business to romance those profitable customers that have shown considerable commitment to your organisation.
6. Is the status of being a king as a customer earned or deserved?
The status is meritorious based on the purchasing behaviour, usage situation. What choices should business owners be making regarding the long-term treatment of customers?
7. Is there a prolonged strategy to satisfy customers?
Whether it’s intentional or not I don’t know but businesses have to learn to be honest and tell customers the truth. Your dishonesty dishonors you and nobody else. We need business people who are ethical and are customer centric.
8. How do you distinguish between businesses that care about their customers and those that are all talk and no action?
It is okay for your offices, shops, points of purchase to have a “feel good factor” in terms of the customers’ experience at the “moment of truth. What distinguishes true customer- centred businesses from pretenders is the alignment of everything that business does with customer needs. The whole business should be interested in customer satisfaction including the members of staff that clean the floors and make the tea. Change your approach as a business and distinguish yourself.