Ask Customers Before You Change

Be ready for change! Any change in an organisation can bring with it stress and doubt but be sure that it also brings with it competition and with competition come threat. This scenario is threatening businesses throughout the world as people are realising that change is something that is needed for survival. It is not a mere exercise.

But even now, changes are made in businesses that simply lap at the surface of problems rather than dealing with the underlying issues. And what are the underlying issues? The problem is that many of us simply do not know. Even if we thing we know, many businesses implement changes that are simple decorative manipulations rather than things that will affect long term customer relations and, of course, sales.

A good example is that of marketing. This should rarely be an exercise to find ways to increase sales but rather an exercise to find out why customers are NOT buying. The best way to do this is to ask those very customers themselves. Yes, ask them.

It sounds counterintuitive but who REALLY knows about the buying habits of the population? I know myself that I'll buy from one company and not from another because of my ideas about them. Companies that give poorer service are less likely to complete a sale with me.

But what if a business actually gave me the chance to tell them why they are not up to my required standards? Do you think that I could give them information that would be valuable to them?

You bet I could. And this information cannot be got from anywhere else or by any other means. Companies should welcome this sort of feedback from customers and instead of reeling from the expected barrage of complaints they should be thankful that the have a chance to enhance the customer experience.

Then, the changes that are made can be aligned with the customer position in the overall structure. Although much change can be unavoidable, by combining it with an enhanced customer experience will enable greater customer recruitment, retention and interaction.

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Ask Customers Before You Change