Listening to Customers - 5 Tips

In a strange juxtapositioning of articles, this month's UK 'Management Today' has three pieces, relating to the importance of listening to customers.

Susan Rice, CEO of Lloyds TSB makes it clear how vital it is for great leaders to listen and hear. She uses the example of how Coca Cola was swift to 'hear' it's customers when they revolted against New Coke back in 1985 (good job too, it was yuk!). She also rails against the viability of change programmes where over 70% fail to meet the original objectives. A dismal return, pretty consistently due to failing to hear the needs of staff as well as customers in the business.

Fast forward to page 19, where a small piece follows the situation Henry Ford precipitated in the early 20's, with his policy of 'any colour as long as it's black', for his new revolution in car making, the Model T. This worked very well for a few years, giving Ford an enormous 57% of the market. Yet this historic icon of manufacturing efficiency, came back to bite him. His competitors, almost behind his back, found out, by asking and listening, that their customers wanted different colours.

By 1927, General Motors had stolen a March on Ford - and taken a big lead - and market share.

And finally, in an issue strangely focused on customer service, there is a long look at the state of the fashion market in the UK, now led by those lower priced upstarts who have become very visible over the last decade. From Asda's George brand, through TK Maxx, to Matalan, Primark and Peacocks. These are all mounting the pavement and decimating traditional fashion retailers. Marks and Spencer are the usual victims, but not the only ones. The common strand here is that the victors are listening closely to and responding to the needs of their customers - they are taking the time to find out and, what's more, they are 'sensing' the mood; the trend of fashion retailing.

Maybe listening to customers is as vital as it seems. And whilst on the subject, a closer attention to employees wouldn't come amiss either.

What to do in your business?

Five tips:-

  • Ask questions of the people that matter - customers and employees.
  • Listen to their answers and question more.
  • Act quickly on those things you can fix quickly.
  • Build into your short-, medium- and long-term strategies the things you are finding out.
  • Work to ensure that your people are empowered to do this all the time, day in, day out and to feedback to where it will be noticed

Copyright 2005 Martin Haworth is a Business and Management Coach. He works worldwide, mainly by phone, with small business owners, managers and corporate leaders. He has hundreds of hints, tips and ideas at his website, http://www.coaching-businesses-to-success.com. (Note to editors. Feel free to use this article, wherever you think it might be of value - it would be good if you could include a live link)

...helping you, to help your people, to help your business grow...

In The News:
Powered by Feedzilla


Ebooks, Scripts, Websites, and more...

Adsense websites

The 7 Principles of Business Integrity

If you have integrity, nothing else matters. If you don't... Read More

Call Center Services - An Ever Increasing Demand

Are your company's call center services all that they could... Read More

Customer Service - A Lost Art?

Is customer service a lost art? Before you answer that... Read More

Aint We Wonderful!

It may come as a surprise to you to discover... Read More

Revealed ? A Simple Formula For Success! Exceeding Expectations

Delight = Customer Expectation plus 1. This was the simple... Read More

Attitude of Service

When conducting a training session about customer service, I always... Read More

Courting Customers - From First Date to Marriage

Landing a new client is like courting a potential spouse.... Read More

Listen to Suggestions

If you are up to your ears in a stressful... Read More

Should I Have My Company Mystery Shopped?

I wish I had a nickel for every time someone... Read More

How to Transform Your Voicemail into an Effective Medium of Communication

"Hi this is Randy. Leave me a message after the... Read More

How To Use Your Current Customers

Jay instructed a customer of his to offer a rare... Read More

Losing Angry Customers

This article offers five ways to help you deal with... Read More

What Every Manager Should Know About How to Win the Loyalty of Customers

Dr. Michael LeBoeuf, in his cassette album entitled, Win Customers... Read More

Develop Loyal Customers for a Lifetime ? part 1 (1 ? 10)

Traditional marketing strategies encourage business owners to continually grow their... Read More

Cultivating the Trust Factor

In today's highly competitive economy, it is difficult to maintain... Read More

10 Customer Service Quality Statements to Measure up Against

It might sound quick and simple, to say how well... Read More

To Complain and Win! - My Personal Recipe

Prime directive: Make sure your claim is reasonable! Otherwise, forget... Read More

Establishing Yourself as an Expert in the Eyes of Your Customers

The most important aspect of a successful business is developing... Read More

Get Customers to Stop Calling You--12 Easy Ways to Save Money with Online Customer Support

Despite rumors to the contrary, the Web is not dead.... Read More

Caring for Your Customers

You probably think I am going to say something like,... Read More

Leverage Customer Capital First

If you're still dreaming about raising outside capital for your... Read More

The Art of Giving Great Service

Sales is tough to get right, and depends on retaining... Read More

How to Provide Instant Customer Service

Customer service is an essential component of any business. Clearly,... Read More

Are You A Coward? I Was

Over the last month, I have come to hate emails... Read More

Hit The Jackpot With Customer Complaints

Our most powerful instinct is to avoid customer complaints, but... Read More