Creating
Sustainable Customer Growth
Nobody
in business has not felt the impact of growing competition.
Competition grows daily - no business will be spared
the threat of competitors.
Competitors
themselves are also changing, with the greater focus
on service and value from Europe and beyond, our ability
to differentiate, win new business and stay ahead of
the game is increasingly difficult.
It
would seem likely then, that in order to make
money in this ever competitive world we have
to do things which attract and keep attracting
customers to us and away from the competition.
"
We have to get to the customer and understand
what makes them tick." |
|
 |
Over
the last 20 years through hard practical experience,
we have devised an approach which although not a magic
remedy - because one simply doesn't exist - allows a
company irrelevant of size to understand and implement
the things it has to do to beat off the competition,
develop new business and hence make more money.
WHAT
DO WE HAVE TO DO?
The
effects in creating sustainable customer focus have
enabled our clients to move from the old status quo
to the new demands of this decade and beyond. We have
seen our clients change in these ways:
| FROM
Stability
In Focused
Boss Focused
Many Levels
Employees / Workers
Centralised
Minimum Standards
|
TO
Change is normal
Out Focused
Customer Focused
Fewer Levels
Treating people with respect
Decentralized
Continuous Improvement |
To
create this sustained change we define the way we deal
with customers in 2 stages.
Primary
Service
Primary
service is the basic service your organisation offers,
as distinguished from differentiating service, which consists
of the people, policies and procedures that surround the
customer which amplify or detract from your primary service.
Customers
will never be satisfied with your organisation until your
primary service meets their expectations. So you must
deliver as a guarantee goods and service that are accurate
and timely.
Differentiating
Service
Differentiating
service is the way your organisation "communicates
how it feels" about your customers to your customers
... if your people are friendly and, most important, caring
... if they problem solve on behalf of the customer ...
if they demonstrate flexibility ... if they "recover"
when mistakes occur ... if your policies, practices and
procedures are "customer friendly" then you
will be able to move beyond customer satisfaction because
you observably demonstrate your commitment to your customers.
In
sustaining this focus on customers the foundation of our
approach is based on the following principles:
Employees Attitudes - that are positive, enthusiastic
& committed
An organisational structure that appreciates and supports
the
customer
Going the extra mile
How we recover
Taking initiative
See case studies:
GKN
Wheels
Cable
& Wireless Guernsey
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