In the first post of this series, Your Customer is Your Business, we had a good discussion on customer satisfaction and gave three qualities you need as a business owner to handle those ‘customers from hell, when, not if, you come in contact with them. We concluded that post by listing the disastrous 9 and in this post we’ll discuss the disastrous 9 and what to do to get rid of them in your businesses. We will divide the disastrous 9 into two groups: The first group will be called the intimate service group while the second group will be called the touchpoint service group. I call this first group the intimate service group because of the lack of intimacy between business and customer found in this group of disastrous 9 and the second, touchpoint service group because they all represent service touchpoints between the customer and the business. Customer satisfaction will not happen overnight I can assure you that, but taking the first step brings it a lot closer than you could ever imagine. Customer satisfaction can be achieved and we can help you achieve it!
I remember in my very first computer class in primary school, we were taught that one major attribute of a computer system is GIGO (i.e garbage-in-garbage-out). Basically, for those of us who have forgotten what GIGO means, it means a computer system, in simple terms, is just a box that gives you in return whatever you put in it. Hence, the term GIGO - if you put garbage in your system, your system gives you garbage. This same method applies to ICT in business. The effectiveness of your business processes will determine the added advantage ICT brings to your business. ICT is a supporting system to your business, not the main system. Except of course, ICT is your main business.
Customer retention answers questions like ‘how do we get these visitors to become customers’ and ‘how do we get these customers to become Customers (no, it isn’t a typo – there are customers and there are Customers; these Customers are not yet in the loyal side of the spectrum but can be on their way there if you play your cards right)’. Until you recognize these ‘visitors’ as ‘customers’, you will still treat them as visitors, and both your business and the visitor never reaches the business – customer relationship level. From the moment they step their feet into your business premises or they make a first purchase from your business, recognize them as customers and begin retention tactics.
As a Business owner (Start-up, SME or Large Enterprise), What’s my business with Customer Profiling? As a business owner, customer profiling should be number one on your ICT strategy. We need to understand that our customers are real human beings and not money dispensing machines; and as human beings, we each have our different and unique “love language”. Do you know your customers' "love language"?