Learn Your Business From Your Customers

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Opportunities for customer contact and service are everywhere, and it's critical to tap all of them to create lasting loyalty.

And the best way to do that is to teach every employee in every department how to recognize those opportunities and what to do with them.

It's not necessarily a simple task to tap into the reservoir of your customer's needs. They are more informed and more demanding than ever before. They have access to boundless information. They ask important questions, research products thoroughly and seek companies that will delight them with superior quality and service.

But make no mistake: Delighted customers are loyal customers. In order to achieve this relationship, you need to ensure that every aspect of your organization is geared to the customer. The idea is to amplify the customer's voice throughout your organization so that all employees are focused on creating customer loyalty. This is a sure path to higher company profits.

Studies show that the more receptive a company is to feedback, the better the customers' perception that they are important to the business. The significance of these studies? Customers who are made to feel special tend to return to your company again and again to buy more goods and services. Simply put, they are loyal.

To ensure a growing base of repeat business, train your entire organization how to use these three keys to unlocking customer loyalty:

In the meantime, copy the questionnaire below and give it to your customers. Tell them it's their chance to give your company a "report card." Customer loyalty and financial performance go hand in hand, so don't leave productive customer contact to chance. Make it a science.

"If you listen closely enough, your customers will explain your business to you." - Peter Schutz, retired CEO, Porsche AG

How Are We Doing?

Help us improve our products and services.

Your Name __________________________

Company Name ______________________

  1. How long have you been doing business with us?
  2. What products or services do you purchase from us?
  3. How easy is it to do business with us?
  4. What would you change about our business relationship?
  5. Why did you choose to do business with us?
  6. Do we understand your business?
  7. What does your organization do?
  8. How would you rate the sales people who work with you?
  9. Do you consider your sales person an order taker or a consultant? Why?
  10. How would you rate our other people?
  11. Do we do the work right the first time? How responsive are we to fixing problems?
  12. How would you rate your administrative dealings with us?
  13. What do you get from us that you don't get from another vendor?
  14. What percentage of your business do we have?
  15. How can we increase your business with us?

Thank You!

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