Are You Dazzling Your Customers?

Don't forget that customer satisfaction requires processes in place throughout the entire sales cycle!

Early winter darkness and gray days can really cut down my productivity. When I saw the "Dazzle Eyes" floor lamp for sale in a news publication, I said "this is the lamp for me!" There was no website to order from so I called the 800 number to place my order. The experience was quite noxious. The call agent had been schooled to push all kinds of other merchandise on me like time-shares and stockings. This was an indicator of what was to come.

Three weeks passed and my lamp didn't arrive, but my credit card had been charged. Actually getting the shipment status on my purchase showed my persistence! First, I had to find the support number. It is in the Pacific time zone, while I am in Eastern, and the center didn't open until 11 a.m. my time. Call three put me in a queue for an hour. Finally, greeted by a call agent who told me their computer system "wasn't functioning today" and that I needed to call back the next day. Another hour wait on call four before reaching the call agent who couldn't explain why I hadn't received my "Dazzle Eyes" lamp. He had no tracking number, but he reassured me that I "should" get it within the next three weeks. Did they ship it via China?

This was not a happy experience for me, and I certainly will not order again from that company. It still amazes me that there are companies not tuned-in to their customers. Many companies see their customer relationship management systems as point solutions rather than opportunities to get close to and serve their customers. It's almost like the customer is getting in the way of the work.

When we work with a company on their customer systems, we take a holistic approach, not exclusively focusing on technology. Our number one concern is the company's goals. What do they want out of this system? How will they know it has met their expectations? With the measurable goals understood, the next steps address the business process and the people touched by these changes.

This seems so basic to me, but I've been implementing application systems for 20 years. As the businessperson, you may know what you want in a customer system, but you probably don't have enough experience with all the ingredients necessary to achieve your wishes. If you are considering getting closer to your customers, remember, it's not just a technology or systems solution. Look at:

1. Your business goals for customers

2. The business process changes for those working to achieve these goals

3. The surrounding technology and systems

4. The impact to the employees and the benefits it offers them

5. Deployment of these changes and accompanying systems

I finally did receive my "Dazzle Eyes" light and I love it. Too bad the process of acquiring it was so abysmal. And yes, those pesky customers, if only we didn't have to deal with them, we would be happy. Don't make that your motto!

About the Author

Laurie Webster-Saft is President of Get Knowledge, a management consulting firm based in Boston that focuses on sales and marketing research,process, and systems. You can reach her at lauriews@getknowledge.com.