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Customer Focused...Let Me Count the Ways (Part 2 of 2)

In Part 1, we explored what "Customer-focused" really means. If you missed it, I suggest you read it Here. Part 1 covered 16 different ways you can bring the Customer (and their needs) into focus. Since you get more of what you focus on, it's a good idea to focus your attention on what makes your Customers happy and coming back (with money and friends).

So in our last tip we explored many of the things that "Customer-focused" really means. If you missed it, I suggest you read it HERE. In that tip we cover 16 different ways you can bring the Customer (and their needs) into focus. Since you get more of what you focus on, it's a good idea to focus your attention on what makes your Customers happy and coming back (with money and friends).

Many companies think they are focused on the customer when in fact they miss many of the places where they have an opportunity to connect, communicate and create a stronger emotional bond. It's important to keep in mind that loyalty is an emotional attachment - based on feelings - not logic. (Retention, on the other hand, maybe be very logically based.)

I frequently shop at the drug store on my corner. It's convenient, the specials are enticing and it's open 24 hours. To the people there it may seem like I'm loyal - but that's far from the case. I think the service is mediocre at best, I don't have nice things to say about them and given the chance to pick up the very items they sell if I'm at the market, I'll do it. Retained? Yes - by the convenience. Loyal - no - they do nothing to earn that.

Loyal customers give more back to you - in the way of purchases, referrals and positive word of mouth. They are usually easier to serve and are more forgiving. When an entire organization is focused on creating loyal Customers they do things other places don't.

So to continue our discussion of that Customer -focused really means from our LAST TIP.

Customer-focused means:

Giving Customers easy access in as many ways possible - physically and emotionally. Make sure your service number is easily found on the internet and simplify that telephone tree (if you must have one at all).
It's easy to compliment or complain
Understanding the whole delivery chain in the company, paying attention to the strengths of the links where customers might fall through the cracks
Identifying all the places the company touches the Customers and looking at the quality of the "touches" that occur at each one - are they moments of magic, moments of mediocrity or moments of misery?
Making sure every employee knows the impact of their job on Customer Loyalty
Having job descriptions that include the importance of the Customer
Rewarding the behaviors that serve or save a Customer
Knowing the lifetime value of the Customer
Understanding how one loses Customers and why
Continually monitoring service levels - does everything say "We Care"?
Committing significant resources to activities related to retention and loyalty
Destroying the rules and policies that hamper decision making in Customer -facing positions
Pushing the decision making right out to the front - that's empowerment!
Understanding that "value-added" is often the quality of the interaction with your people
Having the attitude that they have to EARN the Customer's loyalty every day
Walking the walk - not just talking the talk
Being authentic and genuine in all Customer interactions
Considering employees internal Customers
Continually learning, observing, training, reflecting. Companies that care are always interested in learning more and creating the smartest staff in town. (Many Customer-focused companies, like the Container Store, provide over 200 hours of training a year for their associates.)
Having fun. In Customer-focused companies, people love coming to work, love working with Customers, love challenging themselves to do better, love learning and laugh a whole lot.
The most Customer-focused companies are often the most employee focused companies. There is a deep understanding that how you treat your employees is how the employees treat the customers. (Well, you must admit, that does make sense.)

It's interesting to notice that on the new (US) TV program "Undercover Boss," bosses are going "undercover" to see what's really going on in their companies and discovering just that. It's been of great interest to me how much the "boss" learns with only one week undercover in the company. Perhaps this is an idea that should spread. Or perhaps we should think of it another way. No boss should be so invisible that he is able to go "undercover" in his or her own company.

So, there you are. More ways that "Customer-focused" shows in companies that care. How many of these things are routine in your organization? Who needs to look at this list? How many more things can you add to this list (it's not exhaustive by any stretch of the imagination.) What do you have to do to get people thinking differently, perhaps more wholistically?

Take a look around your organization - does Customer-focus show everywhere?

Happy discovery,

JoAnna

JoAnna Brandi is Publisher of the Customer Care Coach® a weekly training program on mastering "The Art and Science of Exquisite Customer Care." She is the author of books such as "Winning at Customer Retention - 101 Ways to Keep 'em Happy, Keep 'em Loyal, and Keep 'em Coming Back" and "Building Customer Loyalty - 21 Essential Elements in ACTION."

A Speaker and consultant, she is publisher of the bi-weekly Customer Care Tips Bulletin. To receive her free bi-weekly tips bulletin, sign up at www.returnonhappiness.com. You can also reach JoAnna at 561-279-0027 or e-mail joanna@customercarecoach.com.