Putting Your Customers' Needs First

o Don’t fail to meet the minimum statistical standards necessary to assure that your sample size is representative of the population that you are sampling. Most survey target populations number in the tens of thousands of users … this size of a user population dictates that you must survey at least 300 to 400 people to have even a minimal representative sample; in fact, you probably need survey results from over a 1,000 or more to be certain that your survey findings accurately reflect the target population that you are sampling! Certainly, you can get good feedback from talking to a few dozen people; you may even get some good suggestions; however, just don’t think for a minute that these suggestions are representative of the total user population…because they aren’t. o When conducting a survey, the bottom line is … treat your target audience with RESPECT for their time and effort in responding to your requests. o Using a product like SurveyMonkey can be a valuable tool for conducting your own surveys online. They are easy and quick to setup, relatively inexpensive and offer good analytical capabilities. o Consider a modest “incentive” to encourage participation. Yes…these users should care enough to respond without a potential incentive; however, you are always in competition for their time and effort and attention. An Amazon gift certificate or similar item makes a good universal incentive. Note: Offering an incentive can often aid in identifying your survey participants so you can more accurately classify your survey results. o Upon completion of the survey analysis, create an Executive Summary that can be shared with your customers. You may be surprised to know that your users will appreciate knowing how their counterparts in other companies perceive your company’s products and services. It also sends a message to your customers and prospects that you VALUE their feedback and that you plan to ACT on their suggestions as to how to better SERVE their needs!

Here are a few “Do” guidelines when conducting surveys:

See Appendix I for an example of an Executive Summary that Thomas & Betts shared with their Distributor Partners in 2012.

• Customer Advocacy in the Workplace

Customer advocacy is not a department, a place, or just some designated person but it needs to be a spirit or focused effort at putting the customers’ needs first and foremost in your company or organization’s everyday business activities as well as your long-range plans and goals. A smart company will cultivate an atmosphere where the freedom to express ideas and suggestions is encouraged and promoted in the workplace.

Here are some traits that you are likely to find in the most successful customer advocates:

o Person(s) will normally be working in a customer interface role because they thrive on the interaction with customers and/or prospects