The most likely response to “Who is your customer?” is “The One who pays for our products and/or
services”. So typically, the ones that
come to mind when we are reminded to ‘keep the customers happy’ are the paying clients. Yes, keeping paying customers happy is of
utmost importance as repeat sales and referrals are key to business growth. No
wonder many companies evolve; even engaging third parties for various
functions: Marketing, Sales, Customer Relations, et al. Yet, think about it,
every dealing in a business organization require an optimum level of “customer
satisfaction.”
Customer satisfaction at every level of the organization is dependent
on the quality of one’s work and on how one relates with others. One has to deal with bosses, subordinates,
colleagues, suppliers, affiliates, partners, support staff and finally, all clients.
Everyone in the organization is a
customer and has a customer to please.
It is about giving the best you could and being the person everyone
wants to work with. After all,
everything works as a system and everyone relates with individuals who are
integral to the process. Even management
must consider their employees as “customer” -- keeping valued employees happy, so
they decide to stay.
What is gained when
customer satisfaction is espoused at every level in the organization? A culture
of excellence at every level of the business operations.
Imagine if there are gaps in the
system... Take for instance an FMCG company that is known for excellent products
and service delivery. Yet is notorious
for not paying its suppliers on time. Can you also imagine a good brand being
given defective finished goods by its suppliers? ( E.g. mobile phone with
defective batteries; a car with defective seatbelts.) When an accident happens,
it is not the supplier who gets the blame but the manufacturer. Sales suffer.
What about a bank with a security
guard who feels he is not duty bound to assist clients in the parking area? Then you’ll regularly have a pissed off client
before he even steps into the bank. Then there are third party suppliers with
backlog in deliveries because of inefficiencies in system. These are just a few
examples to illustrate that all transactions and dealings have a way of
affecting the whole “food chain”.
To minimize gaps in the system:
1. Third-party partners who are integral to
business operations must share your corporate values. They are extension of
your company.
2. Keep good partners and you can be assured of
consistency in being supplied quality materials and excellent service. Recognize
their business needs and goals. For instance, keep your credit terms reasonable.
“Days Payables”is now a barometer of efficiency in running a business.
3. Develop a desirable corporate culture. One that
challenges and motivates. One that allows people to grow and have a sense of
ownership for their contribution. Encourage camaraderie and team work by
empowering people to be part of the solutions to issues and concerns. Reward
and recognize performers, especially those with initiative. Chances are, when
you have a passionate work force, you’ve got low employee turnover rate and an
increase efficiency levels. (Hardly any learning curves).
4. Develop a sense of accountability for employees.
However, ensure they are equipped for the job. Train, empower, motivate.
5. Make every employee, including support staff, embrace
the culture of excellent service: secretaries, procurement officers, security
guards, receptionists, telephone operators, et al. are at times overlooked.
Yes, everyone
matters as everyone is part of the chain. Everyone is a customer with needs to
be satisfied and everyone has customers to satisfy. So, key to keeping your
customers happy is delighting people with the quality of your work and
relationship with them. Delighting customers means exceeding their expectations
in all aspects of your relations with them.