“The customer is always right” goes the old age adage – matter of opinion, huh? But when put into the proper context of no customers, no business, this adage begins to paint a much brighter picture. Let’s be clear, we are not referring to so-called bad customers, we are referring to the good ones. Good customers are like precious gems – hard to find, but once you have one, you treasure it. You never want to lose it. But the moment this precious gem is lost, you can realize its true value was much greater than you ever imagined. You begin to activate hopeful thoughts by telling yourself, “my gem is not lost, it is just misplaced and it will show up again soon”. On the contrary, your gem is probably lost and lost forever. In the same way, you need to treasure and understand how important your customer is to your business. You should listen to your customer and not impose your own agenda. Customers have a pre-conceived expectation about their wants and needs, including what to expect from your business.

QUESTION: How can you help your customer if you do not understand your customer’s situation? 

The answer to this question is quite simple. Yes, you can absolutely and without a doubt still help your customer even though you do not fully understand your customer’s complete situation. However, make a note to self that your end result will more than often conclude in the form of dissatisfied customers who reel from their gut reactions that time, energy and money was wasted — customers who will recognize your competition as their knight in shining armor. Can you say stagnation?  All customers are worth the effort to understand, and listening is the best strategy to achieve this task. Listen to your customer, so that you can really know your customer! Ms. Karen Mills, Managing Member of Mills Law Associates, LLC states The Maveryck Team provided excellent customer service in assisting me with the content development for my website. I was truly impressed with their “holistic” approach to clearly understand my business aspirations in both the short and long term. I would definitely use the Team on future projects.” Instead of trying to impose your own agenda on the customer, try focusing on the customer; finding out what the customer wants (and needs); and doing what you can to satisfy and retain the customer. Unfortunately, for some businesses, customer service is just a bunch of talk and very little action. Action is what keeps your customer satisfied, and ultimately will keep your customer for life. Remember, put your customer first!

Of course, it makes sense to market your business to attract new business but it also makes sense to know that customers become loyal when they are satisfied. It is good to promote what services your business can offer to the customer but it is even better to inform the customer that your business exists to serve them. Dr. Jagdish Sheth and Andrew Sobel clearly described the concept about good service in their book “Clients for Life” when referring to a conversation between President Franklin D. Roosevelt and Wendel Willkie, a defeated 1940 presidential candidate. Willkie wanted to know why Roosevelt was so loyal to Roosevelt’s advisor Harry Hopkins when many people distrusted Hopkins and resented his influence. Roosevelt told Willkie that a president’s job is a lonely one and virtually everyone who approaches the president does so because they want something. Hopkins was able to become Roosevelt’s trusted advisor because he never asked for anything “except to serve”.

Now it is your turn to act! Maveryck Marketing recommends you practice the following four points to better understand and serve your customer:   

(1) Exemplify Good Intentions

• Eliminate hidden agendas
• Express sincere concern for your customer’s situation
• Strive to deliver the absolute best results

(2) Be an Active Listener

• Gain customer’s perspective
• Uncover additional perspectives/opportunities

(3) Confirm and Relate

• Interpret customer’s perspective
• Clarify and confirm (ask questions)

(4) Offer Constructive Guidance 

• Recommend value-added solutions based on your customer’s business objectives
• Present scalable options (cost, ease of implementation, timeframe, etc.)