Andy Bruce - Putting Customers First
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- Book:Putting Customers First
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- Publisher:Dorling Kindersley Ltd
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- Year:2009
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80 Strand, London WC2R 0RL
LONDON, NEW YORK,
MUNICH, MELBOURNE, DELHI
London WC2R 0RL, England
Copyright 2002 Dorling Kindersley Ltd
Text copyright 2002 Andy Bruce and Ken Langdon
E-Pub version prepared by DK Digital Content Services, London and DK Digital Media, Delhi.
No part of this publication may be reproduced, stored in a retrieval system,
or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the copyright owner.
To maximize business performance in the future, managers must focus on their most valuable assets their customers today. Putting Customers First helps you build your customer-orientated skills, plan effectively to meet customer requirements on time, and give customers the benefits they want. From gathering information that will help you and your team understand your clients to building successful working partnerships with them, every aspect of the customer-first approach is clearly explained. With 101 practical tips and a self-assessment questionnaire to help you evaluate your customer service skills, the content is an invaluable reference guide to achieving market-led success.
A thorough understanding of your customers is essential if you are to serve them well. Identify and learn about your best customers so that you can plan how best to satisfy them.
For an organization to thrive, it must keep pace with its customers changing needs and succeed in satisfying them. Put customers first, and you will ensure that you meet and anticipate their demands and expectations, and so continue to win their business.
Think of customers as individuals, even if they are large organizations.Encourage staff to analyze all their activities from the customers point of view.By adopting a customer-first approach, you ensure that you provide the right products and services to the right people now and into the future. If you enable your customers to drive which products and services you provide and how you provide them, you can be certain that you are meeting their needs. This is vital for long-term profitability, since customers will pay only for what they want.
Government policies, consumer fashions, new technologies, economic conditions, and hence customers needs are changing all the time. As a result, it is vital that you understand your customers thoroughly, listen to them regularly, watch for developments or events that could affect them and their business, and then plan how to meet their new requirements. You will then avoid the risk that they will go elsewhere because you have failed to identify that their needs have changed or that competitors are offering superior products and services.
Every time you meet customers, make a point of talking about their future requirements.Todays customers expect first-class service. If they sense that you are not putting them first, they will feel disappointed. Be aware that your customers will not only assess your performance against that of your competitors, but they will also judge you against what you promised to deliver, and what they believe to be acceptable standards. If you anticipate missing a deadline or failing to deliver exactly what was promised, inform your customers as early as possible.
Put customers first by always striving to improve your service. Remember that all customers have choices, and your objective is to ensure that they choose to keep doing business with you.
Some customers will be more important to your organization than others. Some who are important in the short term may not be so valuable in the long term. Identify your best prospects so that you can focus on serving them well in the future.
Make a list of your top ten customers and talk to them frequently.See that your team know who their best customers are.Keep in regular contact with your customers.Whether your customers are internal to your organization, outside individuals or companies, or representatives of other organizations, some will be better prospects than others. Your best customers are not necessarily the ones who bring you the greatest profits now, but those who will want more of your services in the future. It is far more cost-effective to retain existing customers than attract new ones, so focus on customers who are likely to provide the best returns in the future.
There are several important qualities that can make a customer particularly valuable, and some will be more important to you than others.
- Has potential to grow
- Is not threatened by external economic forces
- Acts as a good reference for other prospects
- Has real need for your products or services
- Appreciates the value of your products/services
- Is commercially worthwhile
To identify customers who will be most important in the future, look at the underlying trends within your industry. If, for example, you currently serve customers in an industry that is in decline, consider changing the focus of your efforts. You may also need to change your focus to cater for seasonal or fashion trends. An ice-cream manufacturer who sells ice-cream to children during the summer, for example, might decide to sell frozen desserts to adults in the winter. Change your focus before sales or revenue fall by anticipating, rather than reacting to, an economic trend. Look for signs of new trends and seek out growth areas, then alter which customers you target, or your products and services, to meet this challenge.
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