If organizations want customer satisfaction, employees must learn the value of long-term customer relationships and understand the consequences of not properly servicing customers. They must abandon the view that customers represent immediate sales transactions and a quick buck. Instead, they must view customers as long-term relationships, keeping in mind the potential business that these relationships will bring over the years. They must learn to see themselves through their customers’ eyes rather than focusing inwardly. They must go beyond a selling role, offering value-added advice that recognizes their customers’ ongoing needs. And, focus must be placed on expanding relationships with a few customers instead of living in a turnstile—searching for new prospects one day only to lose them the next

Since superior customer service is as much a philosophy as an activity, it is important to discover just what kind of culture produces the mind-set necessary to exceed customer satisfaction. Ask yourself:

• Does my organization make policy changes to benefit its employees or the customer?

• Does my company take customers for granted because they’ve “been around” for a long time?

• Do my company’s employees do their best work only after the competition has made inroads?

• Do our employees know that customer satisfaction is their top priority?

• Are my company’s policies geared to the best interests of our customers or to profitability?

• How well do I really understand my customers’ businesses? How much do they know about mine?

• Do I know why customers are happy or unhappy with my company’s services? What steps have I taken to find out?

• Am I accessible when my customers need me?

• Do I treat my customers differently now than when I was courting them?

• Am I so concerned about losing customers that I fear making innovative suggestions that might rock the boat?

• Do I encourage and reward employee performance that is in the best interests of clients?

Additional Reading:
Who Cares About Customers?
Is it Hard to Do Business with You?

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