Customers

The rules of game have changed. Customer is not now the receiver of the goods and services industries are offering.

"The customer is going to grab control of the process, and we are all going to salute smartly and do exactly what the customer tells us if want to remain in business." - Robert Eaton, Chairman, chrysler Corporation

Customers should value us more than they do our competitors. Customers are not interested to know that you have used advanced technology or how much time money or resources you have put in to produce the product. They only see whether it is cheaper and meets their requirements than the similar products offered by your competitors. Our product or service must satisfy the customer requirements. Customer should become our salesman. Complaints of customers always should be welcome as they suggest improvement product quality, function or service provided. If you neglect the complaint you are not only loosing that customer but are creating canvasser against you and you are providing salesman to your competitor without any effort by the competitor. Many unsatisfied customers never complain but coolly turn to your competitor.

Getting unanimous feedback from every customer regularly is essential for self appraisal. It is also necessary to communicate with them the company’s progress, new products and plans and achievements. If we can get comparative feedback about our company as well as our competitors, we can objectively analyze the our standing in the market and we can get important clues for improving ourselves. It is necessary therefore to get unbiased opinion of our clients and customers. This work can be done through third party delegation or by supporting independent market survey by consumer organizations, NGOs or educational institutes.

The company should have focus on customers and their changing demands and future requirements. They should have trust in company’s commitment and performance and should be encouraged to participate in expansion of market through offering them discounts, special privileges and incentives. This strategy is more effective as the new customers get needed assurance about product or service from old customers.