Being a C.C.C. - Customer Centered Company

By Nicky King

A young boy left his favorite stuffed animal “Joshie” at a resort where his family had spent their vacation. The boy was crushed until his father told him that Joshie wanted a longer trip. Staff members at the resort found Joshie in the laundry room. When the boy received Joshie in the mail, there was also a binder of pictures of the stuffed animal lounging at the resort pool, driving a golf cart, and even getting a massage (story in HuffPost, May 2012). What a beautiful representation of a customer-centered focus which is all about seeing needs of people and trying to meet those needs.

The most important way to show customers they are important is by our communication with them. Our words, attitudes, tone of voice, patience level, and the way we listen all have lasting effects on the people with whom we interact. All of us feel satisfied and even significant when someone listens courteously and responds to us with kindness and respect. We should use these positive communication actions for the lovely people as well as the prickly.

Providing quality merchandise is another step in being intentional about meeting customers’ needs. Walt Disney said, “Do what you do so well that they will want to see it again and bring their friends.” The quality of your products makes a statement about the company and therefore each individual in the company. Mistakes are going to happen and there will be some defective elements occasionally, but a good company will admit their errors and make whatever corrections they can to provide the best product possible.

Another necessary step in making the customer central is timeliness. We have all experienced the frustration when we sit on hold for an extended phone call and we hear the repeated automated message, “Your call is important to us. Please hold for the next available representative.” The reality is the company we called has demonstrated by their long delays that we are unimportant. When we respond to the customers as soon as possible, we show them that we see their time as a valuable asset.

None of these aspects of customer focus should be misconstrued as simply gaining or maintaining business. A focus on others should be a regular description of our lives. We have the opportunity to make a difference in each person whose life we touch.