November 3, 2023
How efficient is your business, and how satisfied are your customers? If you can't meet your customers' demands, something isn't working. While the customer might not always be right, they are king, so meeting their expectations is the bare minimum you can do regardless of your industry or sector.
The reality is if you aren't able to do what you say you will do, this will result in you losing customers and can even result in closure or business failure. So, how do you stop things before they get this far?
In the first instance, you need to get feedback to find out what you are doing right and what isn't working so well. From here, you can use the feedback on how to operate and your service level. It might be that you are an excellent salesman, but you cannot follow through because you're not delivering on time. Alternatively, you might be getting your products out, but they aren't to the standards customers expect of your experience: higher rates of returns and fewer repeat sales. Once you know the issue, you can put a plan in place to turn things around.
You need to ensure that you are meeting your customer's expectations and that any partners or suppliers you work with can also meet this demand. For example, if you send out for Laser Cutting, can you guarantee your supplier can meet your deadlines and get the finished product to you in time? Or does your inventory supplier need too long lead time or place orders and shipments arrive late or behind schedule, meaning you need to delay fulfilling your customer demands or orders? Don't be afraid to walk away and find another supplier or provider who can work with you to improve turnaround times and speed up your service.
It should go without saying that if your employees aren't proficient in their job roles, things will be lacking in all areas. It doesn't matter what they do; if they don't have the skills, tools, equipment or know-how to get the done right the first time, then you, as their employer, have dropped the ball. Your employees need to be armed with everything they need to carry out their job role safely and to the standards both you and your customers expect. Implement training, invest in skill enhancement, develop career and advancement opportunities and ensure that all equipment is up to date, works as you need, and can be relied upon to get the job done.
Circling back to the above point of getting feedback from your customers. You need to make sure that to enhance the customer experience, you are not only meeting their demands, but you are also understanding what they need. It's not enough to give them what they want anymore; you must add all the bells and whistles, too. Why are they purchasing from you or doing business with you? What is your role in this partnership, and what do their purchasing habits tell you? Can you identify their pain points and their needs from the data you hold? Maybe you can offer additional services, a faster delivery time or a personalised service to enhance what you offer them. Looking beyond what you already do for your customers can elevate their experience with you and ensure you are well-placed to boost retention and satisfaction in one fell swoop.
The customer's needs should always be at the forefront of everything you do if you want to give your business the best chance of success. From understanding their needs to working with appropriate suppliers and partners and ensuring you and your team are well-versed in every aspect of the business can set you apart from the competition.
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