What Do Customers Really Want? New Survey Reveals the Truth
Kevin Stirtz
May 18, 2007
A survey released today shows what customers want from the companies they do business with. Topping the list is the simple request that they are listened to.
This seems like common sense doesn't it?
Apparently it's not. If it were, it wouldn't be newsworthy. If most people felt they were listened to by the people who serve them, they would not bring it up when asked about customer service. It wouldn't be an issue.
But it is an issue because it's the number one thing customers say they want, at least according to this survey.
Another big complaint customers have is that the people helping them often don't know any more about the product or service than they do. "Know more than I do" was the second most frequent complaint heard in this survey.
Again, this seems like it should be a non-issue. Doesn't it make sense that if a person gets paid to sell or service or represent a certain product, they should be fairly knowledgeable about it? Of course they should. As a customer you should be able to look to that person for information, advice, guidance and whatever else you need to make a good decision.
Unfortunately I know, from personal experience, this is often not the case. And, it seems a lot of other customers have had the same experience.
Coming in at number three on the list of what customers really want is: "Be easy to work with".
This might a little harder to put your finger on. It's easy to tell when someone is not listening. And it's just as easy to see when someone clearly does not know much about their product or service. But it's not always so easy to see when we're being difficult to work with.
This is because we see things from our own perspective. It's hard to put ourselves in someone else's shoes so it's hard to see when we're being difficult.
On the other hand, it's not hard to prevent this. It just takes a little extra effort. It means you have to go beyond what everyone else does. Our customers know when we're being difficult to deal with. And they know how we're being difficult. So, the solution is to ask them. And keep on asking them. Never stop asking them how we can do better. There is never an excuse for being difficult to do business with, unless you're trying to chase customers away.
In total, this customer service survey listed 16 things customers want from the businesses they work with:
1. Listen to me
2. Know more than I do (about your product or service)
3. Be easy to work with
4. Give me what I came for
5. Smile
6. Tell me your name
7. Acknowledge my presence
8. Don’t treat me like I’m an interruption
9. Show me you care
10. Don’t waste my time
11. Be honest
12. Offer alternatives if you don’t have what I want
13. High quality and low prices
14. Don’t try to sell me. Just help me
15. Do what you say you’re going to do
16. Keep me informed
(Source: Stirtz Group - http://www.StirtzGroup.com )
None of these seem terribly difficult to execute. But we know from experience they do not get done on a consistent basis. If they did, people would not complain about them.
Does your organization do everything on this list, every time with every customer? If so, pat yourself on the back because you’re in a very small group.
If not, then ask yourself what difference it would make to your customers if every experience they had with your company met these standards. How would this affect your customer loyalty and retention? Would more customers come back? Would they buy more? Would they tell others about your company? Would your revenue and profits increase?
Would your company be a better company?
If your answers to these questions are yes, then take your first steps to better customer service (and a better company). Here are some suggestions:
Print this list and give a copy to every employee you have.
Give a copy to your vendors (all of them).
Make posters where your employees can see them.
Put them on your company website.
Give a copy to all your customers.
Place an ad in your local paper and publish this list.
Publish this list in your company newsletter.
Discuss them at staff meetings.
Ingrain these customer wishes as your customer service standards. Let your world know about it so they’ll help you stay accountable to them. It's not complicated to do it just takes a commitment to do better.
But if you make that commitment and you back it up with action, you'll see results. In fact, do these things I've suggested and you'll see significant results inside of 90 days. I guarantee it.
This seems like common sense doesn't it?
Apparently it's not. If it were, it wouldn't be newsworthy. If most people felt they were listened to by the people who serve them, they would not bring it up when asked about customer service. It wouldn't be an issue.
But it is an issue because it's the number one thing customers say they want, at least according to this survey.
Another big complaint customers have is that the people helping them often don't know any more about the product or service than they do. "Know more than I do" was the second most frequent complaint heard in this survey.
Again, this seems like it should be a non-issue. Doesn't it make sense that if a person gets paid to sell or service or represent a certain product, they should be fairly knowledgeable about it? Of course they should. As a customer you should be able to look to that person for information, advice, guidance and whatever else you need to make a good decision.
Unfortunately I know, from personal experience, this is often not the case. And, it seems a lot of other customers have had the same experience.
Coming in at number three on the list of what customers really want is: "Be easy to work with".
This might a little harder to put your finger on. It's easy to tell when someone is not listening. And it's just as easy to see when someone clearly does not know much about their product or service. But it's not always so easy to see when we're being difficult to work with.
This is because we see things from our own perspective. It's hard to put ourselves in someone else's shoes so it's hard to see when we're being difficult.
On the other hand, it's not hard to prevent this. It just takes a little extra effort. It means you have to go beyond what everyone else does. Our customers know when we're being difficult to deal with. And they know how we're being difficult. So, the solution is to ask them. And keep on asking them. Never stop asking them how we can do better. There is never an excuse for being difficult to do business with, unless you're trying to chase customers away.
In total, this customer service survey listed 16 things customers want from the businesses they work with:
1. Listen to me
2. Know more than I do (about your product or service)
3. Be easy to work with
4. Give me what I came for
5. Smile
6. Tell me your name
7. Acknowledge my presence
8. Don’t treat me like I’m an interruption
9. Show me you care
10. Don’t waste my time
11. Be honest
12. Offer alternatives if you don’t have what I want
13. High quality and low prices
14. Don’t try to sell me. Just help me
15. Do what you say you’re going to do
16. Keep me informed
(Source: Stirtz Group - http://www.StirtzGroup.com )
None of these seem terribly difficult to execute. But we know from experience they do not get done on a consistent basis. If they did, people would not complain about them.
Does your organization do everything on this list, every time with every customer? If so, pat yourself on the back because you’re in a very small group.
If not, then ask yourself what difference it would make to your customers if every experience they had with your company met these standards. How would this affect your customer loyalty and retention? Would more customers come back? Would they buy more? Would they tell others about your company? Would your revenue and profits increase?
Would your company be a better company?
If your answers to these questions are yes, then take your first steps to better customer service (and a better company). Here are some suggestions:
Print this list and give a copy to every employee you have.
Give a copy to your vendors (all of them).
Make posters where your employees can see them.
Put them on your company website.
Give a copy to all your customers.
Place an ad in your local paper and publish this list.
Publish this list in your company newsletter.
Discuss them at staff meetings.
Ingrain these customer wishes as your customer service standards. Let your world know about it so they’ll help you stay accountable to them. It's not complicated to do it just takes a commitment to do better.
But if you make that commitment and you back it up with action, you'll see results. In fact, do these things I've suggested and you'll see significant results inside of 90 days. I guarantee it.
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