As I work with companies to help them improve their customer
service, some things stand out. These are things a lot of organizations
don’t do consistently. Yet if they did they’d find the quality of their
customer service would improve and their customer loyalty would
1. Know what your customers want.
The first thing is to make sure you really know what your customers
want. I know this sounds too basic to even talk about. But I’m
continually amazed at how many organizations make assumptions about
what their customers want without asking them.
of this is when Magic Johnson opened a theater in partnership with
T.G.I. Friday’s. As they stocked up their food inventory they ordered
the usual number of hot dogs. This theater was in the city but the
manager was used to suburban theaters. Customers in the city were
different than suburban customers. As Magic explained, they didn’t go
to “dinner and a movie, they had dinner in the movie”. So
they bought more hot dogs than customers in suburban theaters did. The
manager thought he had enough hot dogs for one month. They all sold in
The theater manager thought he knew what his customers wanted. He made an assumption. He was wrong.
2. Get everyone involved.
Too often, management does not get enough people involved in finding
solutions and addressing opportunities. They think they have (or are
supposed to have) all the answers. Or they give lip service to
employees but they never really involve them in any process of
Shari Ballard, a top executive with Best Buy talks about this. She calls it “making the math work”.
Her example is Best Buy itself. They have 4,000 people at their
corporate headquarters. They could rely on just these people to find
solutions and opportunities. But they don’t. Because they also have
140,000 other people throughout their company. And these people are
closer to their customers. By getting these people involved they
increase their success ratio. They know they’ll have more answers, more
ideas, more opportunities and more solutions.
3. Help your customers accomplish what they want.
Like #1 above, this seems too simple to even mention. But as
customers, we see companies breaking this rule every day. This happens
when we focus on selling rather than helping. It happens when we make
suggestions before knowing what our customers want. It happens when we
push products or services on customers because of our quotas or
Any time employees are focused on selling products or services
because management tells them to, they are NOT focused on helping their
customers. You help your customers by learning what they want to
accomplish and then fitting your offering to their situation.
Anything else is self-serving. While there is nothing inherently
wrong with being self-serving, don’t expect it to create loyal
customers. It won’t. If your customers know you will always focus on
your needs then they will treat you accordingly. You will not be a high
priority for them because they are not a high priority for you.
But if they know you will always do right by them, they will treat
you like someone they can trust. And they’ll come back more often.
Ask yourself how well you do these three things now. Is there room for improvement? If so, what might your first step be?