Customers First

I saw this image on the internet again recently whilst pondering customer service. I have been thinking recently about customer service a lot - well more than I usually do - after hearing Geoff Ramm talk recently.

The image made me realise that we can measure this in the product itself: how focused on the customer is the product? Does the product - as well as the promotion - meet the needs of the customer, or the organisation?

This image shows that although the one on the left may look good, the one on the right focuses on the customers needs. It's like personal and business social media posting - they are very different. Personal posts do not consider customer data, metrics, timing of posts etc that a business does when posting content. Business posting on social media - if done right - focuses on the customer which is all about strategy and consistency which personal posting does not!

I had come across this situation recently when working with a supplier. I tried to explain that for me, and ultimately for the organisation, it was key that the overriding aim should be – with the product they were pitching – to give a better service to the customer, first and foremost. I said that the sales pitch should not be focused on how easy it would make my life but how it will allow me to spend more time with the customer. However, if the supplier meant that by easy, it would free up more of my time to communicate and support the customer, through their journey in a more personal and bespoke way, because this new service allows me more time for that, then great!

I think businesses – like many leaders – are all about ego. Brand first and reputation of the brand is key and whilst this is important, brand reputation is actually best gained through looking after the customer. After all, sales only happen if the customer sees and then likes your product and more importantly enhances their time poor life as the image above shows! How many times have you gone for the old Tommy K and it takes forever to get the sauce out? I know their adverts used to be about the ‘best things come to those who wait’ but with the advent of social media and our need for a speedy outcome, this does not cut it in this customer-focused age. Hence, the new tube, in which gravity is the secret ingredient! Much more customer focused and gravity does not cost anything either! The other, however, costs customers... and therefore is not ideal.

Additionally, their brand name is higher up the bottle. Who knows which shelf this will end up on, but I can tell you that when we shop, anything close to eye level is best. 

It’s interesting that this is not always considered, for instance, by organisations when promoting their products at a show, especially in my sector. You see these pop up banners at shows, usually behind a table, with the contact details - including email and website - right at the bottom! Brand centric again!

So always begin with the end in mind – the customer and their purchase requirements which includes posting in a timely manner on social media – because in the end they grow your business and enhance your brand, which is win-win!