perspective. I have talked to some folks at businesses that were less
than succesful, 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.
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