Wayne State University

Aim Higher

Customer Focus

Development Suggestions

1. Keep in touch. Pleasing the reasonable needs of customers is fairly straightforward. First you need to know what they want and expect. The best way to do that is to ask them. Then deliver that in a timely way at a price/value that’s justified. Find ways to keep in touch with a broad spectrum of your customers to get a balanced view: face to face, phone surveys, questionnaires, response cards with the products and services you render, etc.

2. Customers complain; it’s their job. Be ready for the good news and the bad news; don’t be defensive; just listen and respond to legitimate criticisms and note the rest. Vocal customers will usually complain more than compliment; you need to not get overwhelmed by the negative comments; people who have positive opinions speak up less.

3. Anticipate customer needs. Get in the habit of meeting with your internal or external customers on a regular basis to set up a dialogue; they need to feel free to contact you about problems and you need to be able to contact them for essential information. Use this understanding to get out in front of your customers; try to anticipate their needs for your products and services before they even know about them; provide your customers with positive surprises; features they weren’t expecting; delivery in a shorter time; more than they ordered.

4. Put yourself in your customer’s shoes. If you were a customer of yours, what would you expect; what kind of turnaround time would you tolerate; what price would you be willing to pay for the quality of product or service you provide; what would be the top three things you would complain about? Answer all calls from customers in a timely way; if you promise a response, do it; if the timeframe stretches, inform them immediately; after you have responded, ask them if the problem is fixed.

5. Think customer in. Always design your work and manage your time from the customer in, not from you out. Your best will always be determined by your customers, not you; try not to design and arrange what you do only from your own view; try to always know and take the viewpoint of your customer first; you will always win following that rule.

6. Create an environment for experimentation and learning. One principle of these techniques is to drive for continuous improvement. Never be satisfied. Always drive to improve all work processes so they deliver zero defect goods and services the customers want. Don’t be afraid to try and fail.

7. Look at your own personal work habits. Are they designed for maximum effectiveness and efficiency for your customer or are they designed for your comfort? Is there room for some continuous improvement? Are you applying the principles you have learned to yourself? Remember, this is one of the major reasons why these efforts fail.

8. Think of yourself as a dissatisfied customer. Write down all of the unsatisfactory things that have happened to you as a customer during the past month. Things like delays, orders not right, cost not as promised, phone calls not returned, cold food, bad service, inattentive clerks, out of stock items, etc. Are any of these things happening to your customers? Then do a study of your lost customers. Find out what the three key problems were and see how quickly you can eliminate 50% of the difficulties that caused them to depart. Study your competitor’s foul ups and see what you can do to both eliminate those and make your organization more attractive.

9. Think of yourself as a satisfied customer. Write down all of the satisfactory things that have happened to you as a customer during the past month. What pleased you the most as a customer? Good value? On-time service? Courtesy? Returned phone calls? Are any of your customers experiencing any of these satisfactory transactions with you and your business? Study your successful customer transactions so they can be institutionalized. Then study what your competitors do well and see what you can also do to improve customer service.

10. Play detective. Be a student of the work flows and processes around you at airports, restaurants, hotels, supermarkets, government services, etc. As a customer, how would you design those things differently to make them more effective and efficient? What principles did you follow? Apply those same principles to your own work.

WSU Training 

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