The story…
Imagine a business that is booming, the staff are happy, their jobs are interesting and rewarding. The products they produce are in high demand and every core area of their business is running smoothly. Before long they are looking at how best to manage their expansion into new products and maximising the staff they already have to take on the expansion.
But wait, there is one special thing you need to know here; this business is operating at the peak of a recession! How do they do it? What is the secret? Simple understand what the customers need at any given time and provide that for them, but how?

Getting results via understanding the customers
Being customer focussed is more than being nice to customers that interact with your business, it is about finding out what they require, and then feeding it back to them in a way that makes them appreciate the quality of service you provide as well as the price paid for that quality. Many organisations get what they give, poor service, poor customers that beat them down on price!

Asking for feedback
Have we served you well today? I trust you will be satisfied with your purchase? Are just some of the questions you can ask you customers at the point of sale, getting together a formal survey may seem a little daunting, however any feedback is good feedback. This way you know what your customers are thinking.

In time your team can develop a range of customer feedback methods, both formal and informal. One-way that larger organisation can do this is to invite a sampling of their customers (invited at random) to give feedback and at the same time be recognised for their patronage. A few drinks and nibbles can be a great enticement and from then on give them the chance to feedback what they like and dislike about the organisation.

When a customer complains you can get the impression that they are only seeing the negative side of the business, however once they have had their say you could ask what positive things they note about the business or indeed the particular transaction that took place.
If a customer gives you feedback of any kind resist the temptation to provide a reason why, listen to them fully and get as much detail as time allows. Then and only then you could ask them if they want an explanation or some form of compensation. Often they only want to ‘air’ their disapproval.

Making changes
So you have received feedback, what now? In getting feedback, it is important to note the major area for concern, from this you can focus your energy on that area and then ensure it gets worked on as soon as possible. From this list of development options, your staff should be involved to develop new ways to solve problems they face with customers on the ‘coal face’.
Where possible getting your team to recognise the customers needs in advance is an invaluable tool for keeping one step ahead of your competitors. However providing an environment where your staff can be honest enough to do so can take some effort.

Evaluating
In time if your team are getting feedback and acting on it effectively, then positive changes should be occurring. In time evaluating this will be important. 1. From the viewpoint that the staff will want to see it as an ongoing thing, not as a fly by night idea. 2. That customers should se improvements each time they interact with your business.

Never lose sight of the bigger picture
With any business, getting a vision of what you want and hanging on to it is vital. In this case it is getting a handle on customer service excellence and being prepared to make the effort so that your business can survive the teat of time.

Plan Do Check Act
This is a vital part of Quality control and making things develop within any structure. Your aim should be to do this with all areas of your business and in time it should be an automatic part of your business development. In this case plan to get feedback from the customer (formally or informally). Put into action the required changes. Check that they are working effectively and finally act quickly to alter them to suit a more effective outcome.
Making your business ‘hum’ is what it is all about, and supplying the customers with what they desire, follow this simple plan and your business will soon know that it is moving forward, but don’t tell anyone, they will want to know your secret!

Stumble it!