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Practical Ways: How to Enhance Customer Experience

Customers are the prized geese that lay golden eggs for any business. Without them, your business will fail. If satisfied, customers will re...

Customers are the prized geese that lay golden eggs for any business. Without them, your business will fail.

If satisfied, customers will return for more, and their loyalty will feed you and your family. Successful business still maintains the adage: the customer is king.

The customer is still your boss

In Sam Walton’s understanding, “There is only one boss. The customer,” the late founder of retail giants Walmart and Sam’s Club said. “And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”

Walton’s customer principles transformed the Wal-Mart Stores Inc retail empire into the world’s largest corporation by revenue and the biggest global private employer.

This opinion is also shared by entrepreneur, investor, and online marketing guru, John Rampton. “Your customers are the lifeblood of your business. Their needs and wants impact every aspect of your business, from product development to content marketing to sales to customer service.”

For your business to grow, your services and products must be focused on customer needs.

Focus on customer

Amazon has millions of customers on its database, and many of them return for more because of a unique customer experience. Why? The answer lies with the founder and CEO, Jeff Bezos’ vision. “The best customer service is if the customer doesn’t need to call you, doesn’t need to talk to you. It just works.”
A company with an aging customer base will become extinct. To maintain a healthy client base, you need more innovative efforts to recruit fresh ones to ensure business survival.
The director of Intuit Inc., Scott Cook, an American business that specializes in financial software is also convinced that companies must focus on customers rather than competition. “So, I think instead of focusing on the competition, focus on the customer.”

Amazon’s secret to success

Again, Bezos confides that Amazon focuses on three big ideas to build a successful company. “We’ve had three big ideas at Amazon that we’ve stuck with for 18 years, and they’re the reason we’re successful: Put the customer first. Invent. And be patient.”

James Cash Penny, the proprietor of J. C. Penny stores in 1902 is attributed with this quote, “The well-satisfied customer will bring the repeat sale that counts.” That statement remains true today, 50 years after his death.

Stay young, be relevant

A company with an aging customer base will become extinct. To maintain a healthy client base, you need more innovative efforts to recruit fresh ones to ensure business survival.

“If your customer base is aging with you, then eventually you are going to become obsolete or irrelevant,” Bezos said. “You need to be constantly figuring out who are your new customers and what you are doing to stay forever young.”

Author of We First: How Brands and Consumers Use Social Media to Build a Better World, Simon Mainwaring recommends that “The simple act of saying ‘thank you' is a demonstration of gratitude in response to an experience that was meaningful to a customer or citizen.”

Product reengineering

For Eric Ries, reengineering products to satisfy customer needs remains critical. “We need to re-engineer companies to focus on figuring out who the customer is, what's the market, and what kind of product you should build.”

“Our DNA is as a consumer company – for that individual customer who’s voting thumbs up or thumbs down,” Steve Jobs once said. “That’s who we think about. And we think that our job is to take responsibility for the complete user experience. And if it's not up to par, it’s our fault, plain and simply.”

Every serious business must take Jobs’ statement seriously.

Haken the customer's voice

Leo Burnett, the late advertising guru accredited with creating some well-known advertising characters suggested that a business must turn itself into a customer to better understand their needs. “If you can't turn yourself into your customer, you probably shouldn't be in the ad writing business at all.”

Customer complaints, according to Zig Ziglar, must excite business owners. Why? Because, “Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business.”

In Oscar Munoz’s world, “It's so important that we tell customers what's going on as best as we can. And we're trying to do that,” the American businessman said. “We don’t often know ourselves, for so many different factors, but reliability, flexibility, and information are the three critical customer service orientations.”

Is the customer always, right?

“Understanding the customer, feeling what they are feeling, seeing what competitors are doing, you end up having a richer sense of the marketplace,” is John L. Flannery’s formula to retain and win more customers.

Further, Margaret Heffernan, suggests, “Companies are bought for their revenue, customer base, technology, or people. A few great companies offer all of these, but any valuable business offers one.”

Marc Jacobs considers the customer as the final filter. “But the customer is the final, final filter. What survives the whole process is what people wear. I'm not interested in making clothes that end up in some dusty museum.”

Customers want to change, give it to them

“Companies cannot really see beyond their current customer base. They explicitly or implicitly do things to protect their current customers,” noted Greek America architect, Nicholas Negroponte. “And the last person to want real change is your customer. This is why most new ideas come from small companies that have nothing to lose.”

Becoming futuristic is Jay S. Walker’s proposal to meet customer needs. “The issue is not to ask your customers what they want today, but to try to imagine what the customer is going to want in a world where, for instance, their cellphone is in their glasses.”

The customer comes first before all

Jack Ma, is clear in his analysis. “If you want to invest in us, we believe customer number one, employee number two, shareholder number three. If they don't want to buy that, that’s fine. If they regret, they can sell us.”

Even if you can, never cheat your customer, says Alexander Turney Stewart. “You must never actually cheat the customer, even if you can. You must make her happy and satisfied, so she will come back.”

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