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What makes a customer happy? - Process Or the relationship?
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5 Answers
Hi, Sekhar:
I'm not trying to be flip, but the answer to what makes a customer happy is giving the customer what they want and need most. It can be process and it can be the relationship, but it also can be other things as well. The key to finding out what pleases your customers the most is to ask them.
My cardinal rule in customer relationships is "Don't assume you know what your customer wants." The key to knowing what pleases customers is to develop a robust CTQ (Critical to Quality) program that is driven by customer interaction. The key elements of a CTQ program are: (1) asking the customer to help you identify and know the difference between their must have's, need to have's and nice to have's; (2) having the customer rank must have's and need to have's; (3) having the customer rate your organization on how well you deliver those elements; (4) have the customer tell you how well your competition delivers those elements; and (5) use that information in designing your product or service so that it delivers exactly what the customer values and is willing to pay for.
I may have engaged in a bit of overkill in responding to your question, but if you want to know what customer delighters are, you must ask them - nobody else.
I'd say both are equally important. You cannot separate the two and make a choice between process and relationship.
I'd say both are equally important. You cannot separate the two and make a choice between process and relationship.
We see that the process brings the client in the door, when they are initially happy to make a change for the better. Then we see that the relationship keeps them happy with us when they have an issue or problem that can be solved quickly. One with out the other leads to a very short lived engagement.
I couldn't agree more with Eric here, you have to ask. Commission a survey of your customers and repeat the task on an annual basis. This way you can monitor your own performance and look at what is working and what isn't. Furthermore a good market research company should be able to benchmark you against other similar companies in lots of different areas of performance. This gives you the opportunity to focus your efforts and become an industry leader.
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