We hear a lot about customer service, but is it more talk than action? Kevin Dwyer of The Change Factory sayssadly that's often the case. Too many businesses don't identify what their customers want, or follow-through to make sure they get it. But it's an area of opportunity, he says, for small businesses - if they do their homework - to out-perform big companies by adding the human touch. Kevin's no fan of customer feedback forms of the kind you find in hotels. Instead, he says, concentrate on regular, well-designed customer surveys backed up by focus groups. Identify your "moments of truth", the touch-points at which customers will come in contact with your business, set standards and make sure those standards are being met.
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