Building A Better Business Informative - Build It And They Will Come ( No matter how cr*ppy the company )

Review by lexophiliac on 2011-09-06
When businesses are looking to increase customer satisfaction and loyalty through customer intimacy, it again boils down to asking questions of your customers. You know you have a good quality product. You know you provide pretty good service. But do you really think it’s a case of “Build It and They Will Come?”

You need to really be in tune with your customers. You need to ask them the right questions to determine what it is about your products and services that brings them back to you.

Ask these questions…

What is it that they like about your product or service? What is it that they DON’T like about it? How do they benefit by using your product or service? If you are business to business, how do your customers make money with your service? What challenges do they face when using your product?

Now, a lot of you may think that you already do a pretty good job of asking these or similar questions of your customers. If that is truly the case, then congratulate yourself because you are already ahead of 95% of your competition. They are still lagging behind in the “Build It and They Will Come” mentality. Really, that’s so 1989.

If you want to be even smarter about the way you do business and tailor it to your customers, take this next step…

Ask those same questions, but instead of asking about your product or service, substitute the word “business” to get a better gauge on how your business itself is serving your customers. How is your response time? Are your salespeople really helping solve problems or just trying to sell products or services that your customers don’t really need? Are your customer support staff knowledgeable enough about your products and services? Are there any obstacles that make it difficult to do business with you?

There was a saying that I used when I was younger to defend my constant question asking.. “The one who asks the most questions learns the most.” As business leaders, you could use this same premise with a twist…

“The business that asks the most questions and acts on them EARNS the most.”

What do you think?
Comments:4 Replies - Latest reply on 2011-09-06
Posted by Alain on 2011-09-06:
Interesting approach. I'll consider some of this when I fill out my United survey today. Good Informative!
Posted by lexophiliac on 2011-09-06:
Thank you Alain. These days more consumers than ever are putting an emphasis on customer service to determine where they do their shopping. The smaller stores recognize that they may not be able to beat the larger stores in price, but they can more than make up for the difference with the service they provide. Younger adults are now more than twice as likely to choose stores based on service. This shows that delivering excellent customer service is more important than ever before and shows no signs of fading into the background.

There is tremendous competition based on prices, so the smart retailers are focused on providing an experience, not just a deal. The Mom and Pop stores, small retailers, and specialty stores are finding their niche in delivering something that the big box stores just aren’t providing – an enjoyable shopping experience that engages the shopper that keeps 'em coming back for more.
Posted by Old Timer on 2011-09-06:
Walmart workers pretty much hate their jobs and the customers. That opens the door for the small business owner to gain customers that want to be treated like human beings.
Posted by lexophiliac on 2011-09-06:
Very true Old Timer. The winning formula that successful businesses, (Not just profit-wise success) big and small, have discovered and harnessed is to treat customers like guests and employees like people.

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