Putting Your Customers' Needs First

your own internal Customer Service Representative. If you HOLD BACK info that only the company knows, then you have compromised the value of the information you provide on your website to the customer! It will not take but a few instances before your customer realizes that they still must call your customer service department to get the “real story” when product is “out of stock” or otherwise not available for immediate shipment. A few negative experiences will RUIN your website acceptance. It is not about “beating the competition”; it is about being the very best in serving your customers’ needs! Matching or beating the competition does not assure you of striving for the right set of goals in meeting and exceeding your customer’s needs. Who says your competition is doing the “right thing”? Are they doing the best they can? When you set out to be the very best service provider in your business…you need to do it from “where you are”, based on your own set of circumstances, based on your own “strengths and weaknesses”. Yes, it may be desirable to look around to determine how others perform a task or goal (both inside your industry as well as in other industries noted for their exemplary service) , but ultimately, you must plan, set your goals and aspirations based on your own companies’ circumstances and position in the marketplace. Why do companies often make serving customers’ needs such a complex task…it is really very simple. When given a choice, most human beings will choose the path of least resistance. It makes no difference whether you are an employee, prospect or a customer, most people will always take the easiest route in whatever they are doing. Let me relay this one example. Recently, my wife needed a new multifunction printer for her tax preparation business. I could have gone out and visited several retail stores, comparing brands/models/prices and then purchased a printer and hauled it home. But instead, I simply did my research online, made the online purchase, got free two-day shipping and it was delivered to my front porch without me ever leaving my home! In another 30 minutes, I had the network printer unpacked, setup and installed without a hitch! I bought a name brand printer with all the bells and whistles at a competitive price. In this instance, the manufacturer of the printer would have gotten the order regardless of where I wound up purchasing it; however, the online retail company that earned this order…got it for ONE reason … convenience ! All other things being equal…convenience will win out most every time! • Path of Least Resistance