Customer-Centric Marketing And Selling Organizations – 7 Habits They Share – SMM – #13
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7 HABITS OF A TRULY CUSTOMER-CENTRIC SELLING ORGANIZATION
In March 2000, Harvey Thompson of IBM published a book, “The Customer-Centered Enterprise: How IBM and Other World-Class Companies Achieve Extraordinary Results by Putting Customers First” (McGraw-Hill).
In this book, he suggests that an organization like Amazon.com is one of the best examples of a customer-centered company. At the other end of the scale, he puts Microsoft as an example of a product-driven company. I am sure we can all relate to what Thompson is saying. The book has some excellent advice on how being customer-centered in your marketing and your selling can produce much better business results than the product-driven approach.
In some ways, Thompson did not go far enough. The real key is to try to relate to how the customer sees our company. How will our typical customer feel when he or she contacts our company? We should try to stand in the shoes of our customers. Doing that, how does our company rate?
The following 7 habits distinguish the truly customer-centric organization from a business that merely thinks a lot about its customers.Why not score your own company and see how you rate.
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1. WE HAVE A PROMISE FOR OUR CUSTOMERS,NOT JUST A MISSION FOR OURSELVES
We have a Mission statement for the company, which is like this:
Does not mention customers
Mostly about the company
50/50 company / customer
Mostly about what we will provide to our customers
A clear commitment to our customers of what we will provide them
Score 0
Score 1
Score 2
Score 3
Score 4
2. WE BUNDLE SERVICES IN WITH OUR PRODUCTS
We only provide products
We provide minimal services with our products
Our services are as good as our average competitor
Our services are as good as the best of the competition
We provide the full services that any customer might want
Score 0
Score 1
Score 2
Score 3
Score 4
3. OUR WEBSITE IS A WELCOMING DOOR,NOT A MAGNIFICENT EDIFICE
Our website is like this:
An impressive view of all that the company represents
Our customers can find what they want if they are persistent
50/50 for general visitors and for customers
Mostly for the customer
Our customers can easily see how to get the information they need
Score 0
Score 1
Score 2
Score 3
Score 4
4. THE CUSTOMER FINDS IT EASY TO CONTACT US,BY WHATEVER METHOD IS CONVENIENT
There are four usual ways of contacting any company – telephone, fax, email message, website form.How many of these can the customer easily find from your website?
We don’t have a website
One way
Two ways
Three ways
All four ways
Score 0
Score 1
Score 2
Score 3
Score 4
5. OUR TELEPHONE SYSTEM IS “CUSTOMER-FRIENDLY”AND NOT JUST COST-EFFECTIVE
Most calls are greeted by a gruff human being
Most customers wait until they then talk to a machine
Most customers talk to a machine but can get a human being
We have a rapid automatic call reception system
Most calls are greeted by a friendly human being
Score 0
Score 1
Score 2
Score 3
Score 4
6. OUR CUSTOMER HAS ONE MAIN CONTACTWHO MAKES EVERYTHING HAPPEN
No designated contact and no information kept about customers
Several contacts but little information kept about customers
Several contacts but with a good logging system
Two main contacts with a good logging system
There is one main contact for each customer
Score 0
Score 1
Score 2
Score 3
Score 4
7. OUR CUSTOMER SERVICE GIVES THE SERVICETHE CUSTOMER REALLY WANTS
A stress-relief process for complaints – no results
Sympathetic hearing – minor results
Tries to correct the problem
Corrects the problem and minor compensation for trouble
Really impresses customer as they “Make it right”
Score 0
Score 1
Score 2
Score 3
Score 4
So add up your scores for the 7 habits and see how your organization rates in its marketing and its selling.
Total score
0 – 14 You probably turn off a large proportion of potential customers
15 – 20 You probably irritate some of your potential customers
21 – 25 You’re doing pretty well but the competition may do better
26 – 28 Now you’re a company I would like to buy from.
So how did your organization do? Perhaps you feel the rating is too critical. However with the Internet, the customer is now in the driving seat. Some companies are really giving incredible service and that is what is setting the standard for what customers expect. This is not rocket science. All it takes is a little more thinking and a little more attention to detail. So why not join the winners. Look at each of the questions where you scored less than 4 and see whether you should be doing more to make your customer feel valued.
If you would like help in making your organization more customer-centric, then please write us a Message today on what you’re looking for without obligation.
Barry Welford
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© 1998 – 2009 SMM Internet Marketing Consultants. All Rights Reserved. E: s-m-m@shaw.caAny unauthorized reproduction or distribution of the contents of this website may result in legal proceedings.SMM (formerly known as Strategic Marketing Montreal), 9465 – 216 B Street, Langley BC, Canada V1M 4E4 T: (778) 686-9115