by John Tschohl
How easy is it for people to do business with your organization? If you don’t
know, you’d better find out—and fast.
It
is the customer experience that determines whether or not you will attract and
retain customers. It is the customer experience that determines your sales, your
profits—and your success. If you don’t provide your customers with the best
possible experience every time they do business with you, they won’t stay with
you for long.
I
suggest that you walk in your customers’ shoes, so you can see first-hand how
they are treated by your employees and what obstacles they must overcome in
order to give you their business. What you learn will help you to identify where
your organization must improve in order to provide customers with service that
is so superior they wouldn’t dream of doing business with anyone else.
You
can learn something by watching “Undercover Boss,” a popular TV program in the
United States that tracks CEOs as they go undercover and spend time in the
field, working in various positions with their employees. It’s a real eye-opener
for those CEOs, who see what their people encounter on the job and how they
respond to the challenges of serving their customers.
While
I was in Russia recently, I went into one of my client’s retail stores. His
employees ignored me. They offered no greeting, no assistance, as I perused
various cell phones and computers. Using my cell phone, I took a picture of
them. They immediately became very attentive, but not in a nice way. They wanted
me to delete the pictures, and they threatened to have me arrested. What did I
do? I sent the pictures to the owner, who apologized at great length.
How
do your employees treat your customers? More importantly, how does your
organization, as a whole, treat your customers? Do you handcuff your employees
with policies and procedures that prevent them from providing customers with the
best service possible? Do you train and nurture your employees? Do you provide
them the skills that will aid them in serving your customers? Do you treat your
employees the way you want those employees to treat your customers?
I
recommend that you walk in your customers’ shoes. Using a phone other than your
cell, or that is at your home or office, call your company. How long does it
take for your call to be answered? Is it answered by a live person, or are you
faced with an endless stream of options—push 1 for company hours, push 2 for
company locations, and on and on and on?
Pretend
to be a customer or potential customer. Ask about a particular product. Ask
about a service. Say that you are having a problem with a product you purchased.
Then sit back and see how employees respond. Are they helpful? Do they respond
to your questions in a knowledgeable manner? Do they empathize with you? Do they
have the authority to solve your problem, quickly and to your satisfaction?
Call
at various times of the day and days of the week. Recently, while attempting to
wire money from my daughter in China to Metro Bank in the United Kingdom, I had
a problem. I called Metro Bank at 4 a.m. on a Sunday. A real person answered the
phone and gave me the information I needed to complete the transaction. Now
that’s service.
I
also recommend that you log on to your organization’s web site. Is it easy to
navigate? Ask for a response to a question. How long does it take for an
employee to respond? This is important, because many potential customers contact
several organizations via the Internet before making their purchasing
decisions.
If
you walk in your customers’ shoes, you will get the information you need to
ensure they have a comfortable walk through your doors, either physical or
virtual. When you do so, you will increase customer loyalty and positive
word-of-mouth advertising, which in turn will increase market share—and
profits.
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