Customers Aren’t Asking for the Moon!
by Matthew Davies on November 23rd, 2007
Customer retention is a hot topic. There are a plethora of books and articles on that very subject. Both big and small businesses spend millions on customer acquisition programs and customer retention programs, as competition is significant. Often marketing strategies are geared to the preferred customer, as are customer data-management systems. It is not unusual for businesses to profile the "average" customer and customize their systems accordingly to enhance the customer’s experience.
There is no doubt that all of this is important. But, have we lost sight of the "basics" of customer service? Are customers’ expectations that high? No doubt the customer of today is more consumer-educated, more consumer-savvy, and, yes, more demanding. But, does the customer expect the "moon" during every transaction? I suspect that the customer would be satisfied if only his basic needs were met…that he was able to purchase the item at a fair price, in a timely manner. If the avalanche of consumer complaints is any indication, perhaps the very "basics" of retailing have not been met.
I submit that the customer only has six "wants" or expectations:
1. Treat the customer with respect and consideration.
2. Knowledgeable staff.
3. The product is available.
4. The product is available at a fair price that reflects true value.
5. Efficient sales transaction.
6. Privacy and security.
If the business is e-commerce, the customer’s expectations are similar:
1. Website is easy to navigate and loaded with good information.
2. The product or service is available.
3. The product or service is available at a fair price that reflects true value.
4. Efficient sales transaction.
5. Secure payment.
6. Privacy secure.
Six "wants." Six "expectations." Are they unreasonable demands? Is the customer "shooting for the moon?" Sometimes, businesses are too preoccupied with customer data-management systems, that the "basics" of customer service are forgotten.
The next time your business convenes for another meeting on customer acquisition or customer retention, why not consider this: The customer is not asking for the moon; the customer simply expects the "basics" in customer service. Instead of "profiling" the customer, instead of "analyzing" the customer – just meet the expectations of the customer. Simply, give him want he wants!