The Minimalist Guide to Customer Satisfaction

Are you looking to provide the best Customer Satisfaction and Experience with the minimum amount of effort? If so, then read on.

During lunch with a friend this week, we were discussing how apparently impossible it seems for many retailers to satisfy their customers. We exchanged recent experiences about our own customer satisfaction, or lack thereof, his concerning the in-store purchase of a radio, mine during a sales pitch from a local telecom company.

We laughed together as we realised that neither of us had bought the product / service we had the intention of purchasing because of the “salesman’s” basic errors. When we realised this, we started to enumerate what potential customers are looking for, when making a purchase. Hopefully the list we developed will serve you in providing better service and satisfaction to your own potential clients.

#1. Underst and who your potential customer is

If you don’t know who the person with whom you are discussing is, then it is unlikely that you will be able to effectively empathize. Start by listening to them, to better underst and who they are and what they could be interested in buying from you. Only then should you propose a solution, or perhaps a choice of two. Remember too much choice is likely to result in no sale too. Read more about this in the Columbia / Stanford paper “Choice is Demotivating”

#2. Underst and what your customer wants

In my case, the online salesman started by telling me there was a great offer, which included all local calls for free. When I explained that I rarely called others, preferring to use VOIP services such as Skype or Google Talk, he then changed the offer to a higher priced one that included making calls when I was traveling. If he had simply prepared for the sales pitch, by reviewing my past behaviour, over the previous 6-12 months, he would have been better able to propose a more attractive new service to me.

As it was, his proposals meant my spending more money for less service, which of course was not of interest. In addition, after three attempts at proposing new services I, like many customers I imagine, had lost interest in listening to him. He didn’t know how to excite me and spent useless time in a conversation that had no value to either of us.

Again, listen and learn before proposing a product or service, to ensure you are making the one best possible suggestion. If you just keep throwing offers at a potential client in the hope that one will stick, even ones with potential are likely to go unheard.

#3. Underst and what your customer needs

In many cases, a potential customer wants something different from what he actually says he needs. Remember one of many famous Henri Ford quotes:

“If I’d asked customers what they wanted, they would have said a faster horse”

Underst anding the need that is behind the claimed want takes you half-way to actually satisfying the desire of the customer. Continue Reading

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