Knowing Something About Your Customer Is Just As
Important As Knowing Everything About Your Product

We just had to share the article below from Harvey Mackay about Knowing Something About Your Customer Is Just As Important As Knowing Everything About Your Product and customer service.  Enjoy!

Knowing something about your customer is just as important as knowing everything about your product.  Take politicians, for example. A politician will support your proposition only as long as it is politically popular or uncommonly rewarding.customer-app

That isn’t to say that pols are any less honest or reliable than the rest of us. It’s just that politicians must shift positions constantly to keep up with the people they are supposed to be leading. Legislators, particularly in faraway places such as Washington, tend to be a little less reliable than governors, who are under closer local scrutiny, but the same principle holds. It is the duty of someone who wants something from a politician either to (a) create the public climate that makes supporting that position attractive, or (b) do whatever is necessary so that a politico will return a favor from time to time—like fundraising or even organizational work.

Before you choose one tactic or the other, you had better be certain with whom you are dealing. In this case, the governor was the type of politician who thought he had something his constituents would truly want. The Ghermezians and the governor both went public together, and when it became rapidly apparent that the brothers had not created the proper climate of public opinion, the governor backed off.

To the Ghermezians’ credit, they finally got the message, hired local lobbyists, and put the pieces back together. After having asked for several hundred million dollars at the legislature and getting completely skunked, they got help at the municipal level. The current scaled-down version—call it a mini mega-mall—could have been even bigger. In fact, the Ghermezians created the 5.3-million-square-foot West Edmonton Mall in Alberta, Canada, the largest shopping center in the world, starting in 1981.

Identifying the customer does not mean that you make your pitch directly to that customer. Selling the governor in this case was easy… too easy. What the Ghermezians should have done was first build a support structure of “influencers” around that governor—the press, the unions, popular opinion, his own party, and so on—before pitching the main man. That involves a professional PR effort: stories extolling their already successful mall; leaks about competing cities plotting to sweep the Ghermezians into their fold; orchestrated demand for the product from leading opinion-makers. None of this groundwork was laid. Unfortunately (for the Brothers Ghermezian), once the governor discovered he had no crew, it was time to abandon ship.

At Mackay Envelope Company, you wouldn’t believe how much we know about our customers. The IRS wouldn’t believe how much we know about our customers. All our salespeople on our staff fill out a 66-question profile of each one of their customers. We’re not talking about the customer’s taste in envelopes, either. We want to know, based on observation and routine conversation, what our customer is like as a human being, what he feels strongly about, what he’s most proud of having achieved, and what the status symbols are in his office.

When you know your customers, some of their special interests or characteristics, you always have a basis for contacting and talking to them. I have a customer who’s a devoted Chicago Cubs baseball fan. The Cubs’ failure to make it to the top continues. That’s usually good for at least half a dozen condolence messages a year. I don’t sit there scribbling notes about the latest fashions in envelopes. I write about the Cubs; he writes about the envelopes.

I have another customer who’s a stamp collector. No matter where I go, all over the world, I send him unusual and exotic stamps. I think he must like that. He’s been a customer for nearly forty years, and in all that time, I’ve met him only once.

Knowing your customer means knowing what your customer really wants. Maybe it is your product, but maybe there’s something else, too: recognition, respect, reliability, concern, service, a feeling of self-importance, friendship, help—things all of us care more about as human beings than we care about malls or envelopes.

Mackay’s Moral:  If a business knows what’s good for it, it knows what’s good for a customer. 

By Harvey Mackay

Reprinted with permission from nationally syndicated columnist Harvey Mackay, author of the New York Times #1 bestseller “Swim With The Sharks Without Being Eaten Alive.”

 

Share your thoughts on our blog here or Facebook page.

Learn how to make your company a leader in customer service – contact Shoppers, Inc. at 800-259-8551 for more information on Service Quality Institute programs.

Shoppers, Inc. – A better customer experience. We provide Measurement, Employee Development and Public Speaking Engagements.

For more information contact Kathy at Kathy@insightyoucanuse.com or 800-259-8551 x202

 

Don’t forget to follow us on Facebook, Twitter, YouTube, Linked In, Google Plus, and Pinterst

There are numerous of repute online pharmacies. But few aren’t licensed in the United States. It is easy for men to buy medicaments online. How can you do this? Albeit erectile dysfunction is more common among older men, that doesn’t make it ‘normal’. In our generation variant articles were published about levitra 20 mg. What is the most considerable information you have to study about “levitra 10 mg“? Varied pharmacies describe it as “levitra 10mg“. Mostly when slightly goes wrong with your sexual soundness, it can influence your sex existence as well as your overall well-being. If you choose to purchase remedies like Viagra online, always get a written formula before do it. Do not use any preparation without telling your physician if you going to get pregnant during treatment.

Fill out the form below to receive our free quiz.
×
Help improve our customer service seminars.

 

×
Fill out the form below to receive our apartment pricing.
×
Fill out the form below to receive the Return on Service Calculator.
×
Fill out the form to Inquire about Your Event.
×
Fill out the form below to receive our customer service assessment tool.
×
Fill out the form below to receive the Common Customer Complaints.
×
Fill out the form below to receive a copy of a Completed Net Promoter Score survey.
×
Fill out the form below to receive our Newsletter.

Oops! We could not locate your form.

×
Fill out the form below to subscribe to our blog.
×
Fill out the form below to receive our free quiz.
×
Fill out the form below to receive our free shopper report.
×

Cart