Listening to the customer is giving the customer status and importance and sends the message that their opinion is worthwhile. If you take the time for customers to see problems for themselves and think through solutions, they will more than likely work with you in implementing and fixing the problems should they occur. It is no different from working internally within your own organization. If someone is given the opportunity to be part of the solution, they are more apt to make the implementation work.
In the past, the ultimate purpose of a working relationship with a customer was for us to be able to pass on our skills (products/services) for a certain amount of money. We assumed that are customers needed to be encouraged (sometimes we were downright manipulative) to remain active. We had to ensure that we did not move too rapidly to solutions, or provide premature advice or guidance on the problem and cut off the opportunity to learn how customers thought about the problem and how their entire organization looked at the problem. We intercede at the correct times so that the customer is able to continue to improve their situation on their own or so they thought.
With the advent of Big Data, we are even looking more at intervening precisely when it is appropriate. We are getting smarter and smarter on customer decision paths, when they open emails, and when they use our product/service. We are getting much better developing that “holistic experience” for our customers.
What most of us miss is that you can only influence someone else if you are willing to be influenced yourself.
If this statement is true, what systems and approaches are being developed that allow us to more responsive to our customers? Is the thrust of our product/service development on adaptability versus proprietary? Are we making it easy for the customer’s voice to be heard within our organization?
Most companies have become more responsive and attuned to customer needs or so they say. However, are these gaps prevalent in your organization:
• Knowledge Gap – difference between company perceptions of customers expect and what customers really expect
• Standards Gap – difference between company perceptions and service quality specifications
• Delivery Gap – difference between perceived expectations and actual service delivery
• Communication Gap – difference between what is delivered and what is communicated
• Perception Gap – difference between what customers expect and what they actually receive
If a customer was really able to influence you would these gaps be there? Maybe, we need something like a Customer Influence Scorecard?
- What customer influences you the most?
- What behavior style has the greatest impact?
- How deep can customers reach into your organization?
- What market segments are the most influential?
The list can easily go on but my question is not even the list, but more so, are we trying to improve it?