UNDERSTANDING WHERE YOU STAND
Listen and Connect to Your Customers by What You Learn from Them
The Tumwater Chamber had the distinct privilege of hosting Victoria Wortberg, Program Director of the Washington Center for Women in Business (WCWB), as our key-note speaker during our May 2015 Forum. Victoria challenged our audience to consider looking at current business guidelines and practices in a different way. For example, she suggested we create guidelines and programs that call for action, such a shifting from a business plan to creating and following a Growth Plan, where the key to success is customer satisfaction, building dialogue, and focusing on customer loyalty.
Some businesses may still think that customer satisfaction is enough, but in reality satisfied customers still switch vendors for different reasons. The question is why, and the challenge is to understand the customer so that what we offer are services and products that help them. Particularly small businesses need to go beyond customer needs. The answer is as simple as listening and connecting to our customers by what we learn from them.
Businesses must begin to think about customer service from a different angle . . . not from ‘what we want to entice them to ‘buy’ (even buying our own ideas of how to do things), but thinking of customer service as offering content driven currencies: alternatives, information, support, familiarity, and quality! We must ask ourselves, are we really using interactive social media, or simply sending information out? As small business owners, the current business environment demands different habits in order to increase the bottom line – are we wasting our time on $10/hour work like running to get office supplies, to save a few pennies, while our customer has not seen us or heard from us? We need to listens to the ‘voice of the customer’ in order to build customer loyalty.
Please consider the free training and resources offered by WCWB – all of us need relevant coaching and help getting in the new game: firstname.lastname@example.org.
Clarita Mattox, President