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What Does The Customer Want?
Pramod Batra
The customer is the boss -but what does he want? My research shows
that a customer wants very little to feel happy, and I see this
happening at Dayal Opticians in the Lajpat Nagar Market in New Delhi.
The owner handles possibly 300 customers a day; and he does it
personally by addressing each customer by this name and with a smile
and by personally escorting each customer to have his prescription
processed.
Visit him to see for yourself. You won’t learn this even at the
Harvard School of Business. He has a team of ten to fifteen employees
who serve the customers best, so that they keep coming back.
Customers do not want you to over change them, either in terms of
money or time. When a customer buys from you, i.e. when he decides to
buy from you rather than from other, he puts his trust in you. He is
always apprehensive that you may cheat him and he will lose face when
he goes home or when his friends come to know that he has been
cheated. This is the fear-of-failure complex. Therefore, as a
businessman, ensure that you keep on conveying to your customers that
they are getting something extra-this extra for their loyalty to your
organisation. Customers would like you to make profits, but it should
be a transaction where both parties benefit the most.
The customer is the boss... yesterday, today and tomorrow. And he does
not want you to forget this. As soon as he forms the opinion that you
have taken his business for granted, he will fire you. The customer
wants an organisation to work every time to get his repeat or
additional business. Again, this work can be in terms of money, time,
service, respect, and so on. Wise people achieve this objective by
using more “You” than “I” whenever they talk to their regular
customers. Treat the customer with respect, dignity and reverence. Not
only will he keep you employed but he will also give you more profits.
A wise person always assumes that all his customers are going to
desert him and accordingly he walks the last mile to make each of his
customers happy and satisfied. He knows that it costs six times more
to get a new customer than to serve the customer he already has.
It never pays to pamper a few at the cost of many; every customer
appreciates a fair deal. All he needs is attention when he walks in
and “speed-breakers” to hold his attention while he is waiting to be
served.
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