Your customers only really care about themselves and your product’s value to them!
I’ve been a customer champion for most of my career. But with the likes of Richard Branson saying it’s employees first, customers second, my confidence was beginning to slide a little.
Thank goodness, therefore, for some new research from Global RepTrak® that has finally confirmed what I have always believed. Customers care about themselves first and foremost! Everyone else comes second.
Dale Carnegie spelled it out really well when he said:
“People are not interested in you. They are not interested in me. They are interested in themselves – morning, noon and after dinner.”
It was the below chart that I first saw on MarketingCharts.com that alerted me to this work by RepTrak™. (I highly recommend signing up for their daily charts by the way; they’re a great source of facts and inspiration!)
The article that accompanies the chart is a great read too. However, I wanted to take a look behind these numbers and try to understand why some influencers have been pushing employee centricity.
Products And Services Are Key
The first four factors of reputation shown in the graph above are all product related. Therefore it’s clear that customers think about themselves first and foremost. They want satisfaction and therefore it’s a product’s value that matters most. I think that’s normal, don’t you? They are looking for a solution that meets their needs and a company that stands behind what they offer.
Great customer service won’t make up for a terrible product or service offer. So every organisation needs to ensure that what they propose is the very best they possibly can.
However, it is also true that the quality and value you offer depends to a large extent on the excellence of your employees in delivering it. If employees are not motivated to give their best, then what they deliver will be sub-optimal.
This is why it is essential that everyone within a company understands their role in satisfying the customer.
One of the quickest ways I have found to achieve this is by providing regular access to the customer. Once an employee sees and understands what they can do to increase satisfaction, they are much more likely to do it. After all, it’s absurd to think that they would want their employer to fail, isn’t it? In fact, I have seen a genuine excitement around customer connections whenever I have introduced them within an organisation.
If you’d like to organise your own customer connection sessions then I highly recommend reading “Five Rules of Observation and Why it’s Hard to Do Effectively.”
Employees Are An Important Touchpoint
I think it was P&G who coined the phrase “the first moment of truth” in referring to the beginning of the shopping experience. I would, therefore, add employees, at least in retail and other consumer-facing industries, as being a close second. However, the vast majority of products are made by companies that rarely, if ever, come into direct contact with their customers. Continue Reading