Thank Goodness for Our “Customers”

We truly appreciate the organizations and departments – our “customers” – that depend on us for their materials, goods, and services. Each agency, each division, each department has others relying on us for resources they need to complete their tasks – in the truest sense of the word, they are our customers.

Customers can provide us with several valuable resources and contributions which may not be as obvious…less top-of-the-head mindfulness on our part.

  • Customers keep us sharp and innovative – they have an expectation of us providing value, quality, and service

  • Customers tell others about our work and results – bragging on our behalf when we exceed their expectations; warning others when we don’t

  • Customers give us feedback and suggestions – good, bad, or indifferent, they periodically have something to say and share it with us

  • Customers like value, but expect fairness – when something goes wrong they expect a fair, hassle-free solution

  • Customers demonstrate affiliation and loyalty by alerting us of problems or situations – often they are the first to report a problem with our on-line presence or alert us early about things like an emerging trend in slow delivery

  • Customers realize we’re not always perfect but expect us to strive toward practical perfection – how quickly do we identify and correct problems; are we innovating by adopting proven new technology – making their job easier

  • Customers want to be treated with respect and consideration – they expect to us to follow up on commitments – like a promised return call or sending additional information

  • Customers like simple and easy transactions – simple items like auto-populate routine and contact information from stored data

  • Customers develop relationships where they receive value, quality, and service – we can control all these variables.

Organizations that recognize the value of the customer beyond just today’s sale have a precious resource to aid in their success – like the 12th player on the field for some football teams – the fans which have a huge influence on the outcome of the game by being engaged and enthusiastic.

Organizations who do not recognize the contributions received by the customers, will have a harder time achieving success.

Philosopher George Santayana said: those who do not learn from history are obliged to repeat it mistakes – a business corollary of today is: organizations who do not recognize the value of listening to their customers are bound to make the same mistakes repeatedly, but not to the same customers (they have moved on).

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Dick Davies

Too often, I’ve found, the customers are there, just ignored because it’s easier than serving them. That’s usually a temporary condition.