And as you do so, don’t forget to communicate what you’re doing-promoting the strategies you’re following, reinforcing your commitment and, above all, how you’re truly keeping them in those vital crosshairs of decision making. No organization is perfect and you’ll sometimes set goals and take action that may miss the mark, but odds are you’ll set the right course if you’re staying connected to your customers, listening and responding in a timely way. What’s more, consistently fail to take action and you’ll lose your customers for life. Fail to take action and you’ll quickly lose credibility. Building and sustaining alignment between your business and that client/customer base depends on your ability to take action around the goals you’ve set, thanks to that vital feedback. Honor the customer through results-oriented action and communication.Different audiences have different preferences, so do your research and figure out how to reach them, particularly those audiences who are driving profits. And if they’re not going to do it, they’ll never really have that “seat at the table,” which supports your goal of putting and keeping customers at the forefront of decision making. But if in any way you make it tough for them to share their thoughts, they’re not going to do it. Customer feedback, whether in person or via surveys and other research tools, is how you’re going to really grasp what customers think, want and need.
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