Your customers are vital to your business. They pay for your services, provide valuable feedback and if delighted they will act as advocates, spreading the love.
Peter F. Drucker, the man credited with creating modern American business management in the mid-late 20th century went so far as to say “the purpose of a business is to create and keep a customer”.
At delivering Results we are constantly surprised by what we discover when we interview our clients’ customers.
And in particular the gap between what business owners think their customers want and what their customers actually think.
We have identified:
- key service delivery gaps
- rescued key customers from walking away
- what customers really value and want
- new client referrals
- new business opportunities and routes to market.
They can also be a moment of delight for the customers as the research demonstrates that the business owner cares.
All just from asking the right questions and listening.
We believe it is these insights that will form part of a successful business growth plan.
Below are the key steps if you want to do it yourself.
How to
1. Questions
What do you want to learn from the research?
This will inform your questions & research design. Have a mix of fast paced multiple option questions and open ended ones. These are where you will get the real insight, so keep on gently probing until you feel you have really understood them.
2. Speak to them
Always speak to customers as it is a genuine conversation and allows for a fuller exchange & discovery.
This is fundamental as you want an open frank discussion so that your customers will tell you actually what they are thinking.
Platitudes like nice, quality, professional are not helpful.
Ask your customers for full honest feedback so that you can improve your service.
3. Listen
They are giving up their time – be respectful and listen.
Some of the feedback might be uncomfortable but that is ok. It is also where you start learning. Do not get defensive and do not solve problems there and then.
Complete the research and fix stuff up afterwards.
4. Ask for referrals
Whilst these are valuable, the true value is that they confirm whether you have been told everything.
If general scores are positive and a customer is not prepared to refer, then there is another issue that needs to be uncovered.
Obviously if there is stuff to fix, do that first. Ask for the referral at a later point.
If you want to learn more just call on Alex on 0459 320 999 and I will be happy to discuss how we can help.