Commit to Customerizing Your Business
It's not enough for the words "customer focus" to
appear on a mission statement. Senior management must make customer focus a
major priority. This will require time, money, and attention.
Diagnose the Quality of the Customer
There are two basic methods for assessing the
quality of customer interactions with an organization: "shopper studies" and
customer satisfaction surveys.
Shopper studies involve hiring people to pose as
customers. They then prepare a detailed report about their experiences.
Customer satisfaction surveys capture the
perceptions of your current customers. Such surveys can help identify:
Involve Employees in Customerizing Your
What customers like and don't like about your
products and services;
What is most important to them; and
What additional products or services they
might purchase from you.
The most important way to customerize your
business is to implement actions based upon the results from the shopper and
customer satisfaction studies. Involving employees in developing and
implementing the plans is crucial.