Archiv der Kategorie: English

Customers are everything – without them, everything is nothing

There are moments when we have the impression that we are not living in the same world. When we enter a shop in Japan, it feels like everyone is only waiting for us. The sales staff turns to us and welcome us with an Irasshaimase (engl. Welcome).
In Western stores, we recognize the staff by how they move away from us as soon as they notice us. In extreme cases, they are so ignorant that, even though we stand right in front of them and look at them questioningly, they execute routine tasks such as restocking shelves, checking off a list, or simply doing nothing. Above all, the unqualified staff gives customers the feeling that they are bothering.
Yet customer experience has been in the center of interest for years. Bad experiences destroy customer loyalty with unfriendly and incompetent services.

To close the gap between the experience and the original expectation, employees need customer focus.

  • Customers are people
    We all are a unique universe fulfilling various roles in changing contexts such as family, leisure, and work. To do this, we acquire a set of behaviors that we apply intuitively. We have skills adapted to the situation. We use our internalized convictions for perception, which also influence our thinking, behavior, and communication. All actions are dependent on the momentary mood. There is a positive explanation for every customer behavior that almost always has nothing to do with the salesperson. Be grateful for all shoppers who have found their way to you.
  • Customers have expectations
    If potential customers contact you at your counter, they follow an impulse. They have become aware of you and want to find out more. Perhaps they may already have specific ideas that need to be investigated. There may be questions regarding the application. Eventually, it could be about the final customization. These examples already show the different expectations that need to be fulfilled from you. Determine the expectations and adapt your advice to them.
  • Customers love a pleasing ambiance
    Prospects enter an environment that is entirely under the control of the provider. All senses are reached, whether you like it or not. Pay attention to the visual impression you make with your coloring, visualizations, etc. You influence the sound of your store with more than just basic acoustics such as reverberation, the sounds of doors or furnishings, or the noise level of your employees. It also includes sound sources such as subliminal music and the ringing of telephones. We are particularly sensitive to new smells. How do you want to smell? As soon as customers enter your sphere, they sense the furnishings, the floor, the doors, and so on. Whether you wish to appear cozy or eco, or busy, you should prepare your space. Examine your current ambiance from the sensual points of strangers coming in to see you.
  • Customers don’t just pay for what you offer
    It is always about deliverables that you propose. Hopefully, they have a fair market price that treats clients equally. With a product and a service, the deliverables should have the promised qualities. However, that’s not yet the whole package. It starts with the first impression when you are contacted, by phone or when customers visit you. They expect friendliness and know-how, and a respectful approach. A friendly relationship doesn’t end after the deliverable has been paid or provided. To keep customers coming back (or coming at all), you should continually serve them as the only customer, even if they are not billed for those add-ons. You determine customer loyalty by your generous support that goes beyond the original deliverables.
  • Customers come, return or not
    A biz without clientele is like a soup without liquid. For this reason, all people are potential customers. You determine whether another deal will happen by how you treat non-, regular, and occasional clients. To keep them coming, you should make enticing offers that you can deliver. Your customer contact is already part of the deliverable before the contract. However, it only pays off when it results in a deal. Do not destroy outcomes by ceasing your efforts after payment. Continue to support previous clientele. Even after everything is done, you are required. Existing customers know and appreciate you. Don’t risk losing them by misbehaving. Make your employees aware that 1) most customers aren’t even customers yet and 2) disappointed existing customers never come back.

Bottom line: Many vendors feel threatened by entrants from the Internet. At the same time, these virtual biz think that they do not have to take care of individual customers. However, they are also people with all their peculiarities. All offerors must respond appropriately to customer expectations. In the real and the virtual world, you should create a pleasant atmosphere. Besides the genuine offer, other deliverables do not result in an invoice but are rewarded by customers. Eventually, all providers have a significant influence on whether new customers come, return, or not. Never forget: Customers are everything – without them, everything is nothing.

When correct results are wrong

Riding an information wave, the question arises as to what is actually valid. Since the beginning, IT has struggled with the difficulty of pulling together data from multiple sources into one report to compute the data found and generate the final report from the results. As long as there is only one report, discrepancies are not apparent. Creating reports from independently running IT systems on the same issues brings unpredictable inconsistencies to light. The leading causes are the differently understood and independently recorded data sources and paths.

Reliable data increases the quality of a report.

  • One storage location
    Redundantly stored data inevitably leads due to erroneous input to inconsistencies, uncoordinated meanings, and different target dates. Global networking allows relevant report data to be stored in one place at a specified time. Plausibility checks minimize inaccurate entries. Eventually, costs are reduced with one storage location and, additionally, through avoiding errors and rework.
  • Standardized data format
    Different formats need to be cleansed (data cleansing) before they can be computed. Text fields need to be made computable, non-uniform units converted (orders of magnitude, such as thousands or millions; units of measure, such as meters and yards; currencies, such as Dollars and Euros), and an agreed number of decimal places supplied. Just deadlines in setting exchange rates blur values in reports. Predefined tables for conversion reduce inconsistencies.
  • Coordinated meaning
    You cannot see in a number what it is supposed to express. Different perspectives lead to distorted figures and statements. Let’s take the number of employees as an example. Are only permanent employees counted? As full-time equivalents or headcounts? Do temporary and part-time employees also count? Do interns count? Do external freelancers, consultants, and personnel leased count? The purpose determines the counting method. Does an area want to be more productive, or should the headcount be high? Before generating internal reports, the meaning of the term employee should be aligned. Otherwise, wrong conclusions will be drawn.
  • Synchronized reporting dates
    Reporting figures follow a local logic, serve the local management for control, and are determined by the conditions on the spot. It means that the creation by the local IT systems and the associated processes lead to an on-site up-to-datedness of the data. If it is retrieved on a centrally determined deadline, it may not match due to different periods. For example, if the local monthly values vary on the last business day due to various time zones – Wellington, New Zealand versus San Francisco, USA.
  • Prepared cross-checks
    Additional info can lead to different results. A hint provides the totals of the overall or unit results, which differ due to the mentioned difficulties or due to the varying views that do not match. If the expected numbers turn out too high, numbers may have been counted twice. If they turn out too low, numbers may have been misinterpreted or are simply lacking. Cross-checks are always needed! If we only have one report, the errors go unnoticed.
  • Continuous adjustment
    As errors only become apparent over time, data quality should be continuously observed. As soon as discrepancies occur, they should be understood and corrected, starting with the following report. In this way, you will eventually get a reliable reporting system.

Bottom line: If multiple data sources are available, input errors, fuzzy checkpoints, and different interpretations of data lead to hardly understood mistakes. If there are repeated mismatches, the readers no longer trust the report and the reporting party. Reliability is enhanced by ONE data source, a reconciled and processable data structure, unambiguous meaning, a synchronized target date, prepared cross-checks, and ongoing adjustment when errors are identified. The well-thought-out calculation path provides a correct result that is wrong if the data quality is poor.