Make Sure You Get The Customer Perspective

By Erwin Steneker
Posted Thursday, February 10, 2005

Businesses that fail, often forget to seek out the customer perspective. I have talked to some folks at businesses that were less than succesful, and when asked if they actively seek out customer comments, the answer invariably is no. Why don't they do that? Why not get the customer perspective?

Oftentimes, the company is overconfident, and thinks they know what customers want. This myth, because that's what it is, can be upheld as long as the customer is not involved. However, the customer has a strong vote in the buying process, and in the end it will become crystal clear how the customer feels! At that point, of course, it's too late to do anything about it.

Another reason for not asking the customer is fear. From the customer perspective you might not be doing so well as you thought you were. For insecure persons that may come as a blow! In order to protect themselves, some folks just don't want to hear it and simply don't ask. On the other hand, they could be missing out on a whole lot of uplifting comments.

Get real! Would you rather get the customer's votes in your wallet, or in your mailbox?

The sooner you know how the customer feels about your business, the sooner you can start to correct any shortcomings that may emerge. But you have to act. There is no use in hiding the remarks you don't like. This doesn't change the reality. Put your customer in the centre of your business and let the rest follow in tune.

This can only improve your bottom line.

About the Author
Erwin Steneker is a senior support consultant with over 13 years of experience in both sales and IT support. Check out his website at (http://www.customerservicepoint.com/)