Quick win 1 in becoming customer obsessed
There is customer insight gold waiting to be uncovered from your team members that have day to day contact with your customers. You just need to talk to them.
BRANDING BEFORE BREAKFAST EP 33 Quick win 1 in becoming customer obsessed
Hi. So today I want to talk about the first quick win in your brand’s journey to becoming customer obsessed. Last week my dishwasher broke. Total nightmare! But I hopped online and I managed to find a company that would deliver a new one within 48 hours. And I also paid the extra so that the guy would install it. He arrived, lugged it upstairs, took off all the packaging and then he started to look a little bit dubious. And he tells me that it’s not the right one. I’m livid at this company. I can’t believe they’ve sent me the wrong one. And then he looks at his paperwork and tells me that it’s actually my fault and I’ve ordered the wrong type. Apparently, there’s a difference between freestanding or built under that I had got wrong. But he tells me it’s an easy fix. He rings the warehouse, he gets the right one for me and books in a new installation. I can tell that this has probably happened a lot of times. And that got me thinking… Do brands speak to the people that are on their ‘front line’ regularly enough?
So in my case, if that brand had spoken to their installers, they would have found out that often people are ordering the wrong dishwasher. They could put better explanations on their website, maybe some videos or images to let people know the right one that they should be ordering. Then you’d have less mistakes, less time, less money and customer satisfaction would rise. So this morning I’d love you to have a think about who’s on your front line. Is that your sales people? Do you have installers? People on the shop floor? Who has regular face-to-face contact with your consumers or customers? They’re the ones who know the pain points, the positive feedback and who can bring that real insight into your brand. So that you can start to become customer obsessed. That’s it from me. Time for brekkie.
Written by: Jo Whelan
Published: October 24, 2019