Posts Tagged ‘customer needs’

Make It Easy for Customers to Complain

June 9th, 2016
Steven Howard

You Can Only Fix Those Customer Problems You Hear About Two of the key points from the prior Powerful Marketing Memo titled Customer Complaints Are Good are: 1) complaints will happen because mistakes will happen, and 2) customers who complain are customers who care. Therefore, knowing that you are going to get complaints and knowing that such complaints are good for you, it makes sense to have a complaint management strategy in place …

Making Life Inconvenient For Customers

May 26th, 2016
Steven Howard

Customer Retention Results From Customer Convenience Convenience is one of the critical 7 Cs of superior customer service. But sometimes I have to wonder, are organizations in the business of making things more convenient for their customers or for their staffs? This question was highlighted to me a few years ago on a flight between Singapore and Melbourne. I was traveling on the airline that had made a reputation, right from its creation, …

Customers Do Not Buy Products

January 29th, 2016
Steven Howard

Customers Buy Solutions, Not Products There are five key customer-driven marketing principles that I consider critical to marketing success today. The first is that the customer is king. The second is: customers do not buy products….they buy solutions. Hence, it is important that you and your entire organization think of your products and services in terms of the solutions they provide to your customers. For example, a person doesn’t need a quarter-inch drill. …

Building Customer Loyalty

September 10th, 2015
Steven Howard

Customer Satisfaction Is Better Than Mere Customer Service How do you build customer loyalty? To start with, your organization has to be able to fully understand customer requirements and to appreciate customer needs…particularly individual customer needs. And you need to have policy flexibility and organizational adaptability in order to meet individual customer needs. In other words, you need to be flexible in how your policies are applied. Not all customers are equal or …

Truly Understanding Customer Needs

August 6th, 2015
Steven Howard

Customer Needs and Concerns Need to be Fully Understood I write and speak often of the need for frontline staff (and actually all staff as well) to fully understand and appreciate customer needs. And, simultaneously, I encourage management to develop flexible policies and procedures so that their staff can handle customer needs and concerns on an individual basis. Here’s a true story that brings all these points succinctly together. A man in Singapore …

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