A quote to create focus…
Here a customer service classic thought that is as true today as it ever was. In fact it is one of my favourite business mantras, thoughts and quotes, ever!
“The purpose of a business is to create and keep a customer, everything else is detail.”
Peter Drucker said this many years ago. Is it still valid? You bet! More than ever. But how do you live it? How to build, focus, manage and create a skill-set, team, department, organisation or multi-national company that really lives this ethos every day and in every waking action, thought and behaviour?
Here are six steps to take Drucker’s fine thought and put it into action.
- Make customer retention, repeat business, recommendation and referral a number one priority for your business, not sales, not profitability – those will come. Measure these factors and share them with everyone in the organisation.
- Focus on delivering a great customer service experience at every touch point – pre and post sales. This will mean everyone in your organisation treating each other as if they were customers. Reward customer service staff appropriate to the importance of their role.
- Create a role, or change job descriptions, “Head of Customer Stickiness”, was a title I saw yesterday. If nothing else make customer service, satisfaction and retention of focus or all management, team and staff meetings.
- Spend as much time and money on existing customers as you do new ones.
- Loyalty should be built-in not bolted-on. Avoid gimmicks, and a real create long-term customer relationships and make sure everyone understands how they should act in the best interests of a long-term customer.
- Measure and focus customer value ten years and share that number with everyone in your organisation. Think of your WHOLE organisation, as one big, amazing, capable, dynamic customer service department. One vision, one focus – create and keep customers. That’s it.
There are others, but that will make a good start!
Graham Roberts-Phelps, Brilliant Customer Service