Making certain that your customers get what they want and come back for more is of critical importance to the long term success of any importance to the long term success of any organization. All factors that impact negatively on the customer (unfriendly policies, process, untrained employees etc.) must be identified and corrected if you wish to compete most effectively and profitably now and in the future. To every successful business, having a customer is obviously the most important ingredient. Try conducting a successful business without one.
Management’s Responsibility: As a management team, one of your most critical functions is determining how best to relate to your customers. You must develop appropriate customer-oriented strategies, design and implement customer friendly policies/processes, develop your employees to create and sustain customer relationships, and constantly monitor and continuously improve your progress for the issues that are most important to your customers. To create loyal customers, an organization needs to provide a positive emotional tie during every point of connection (POC) even though it may seem to be to small, insignificant detail. A customer’s experience is inherent, a positive experience is not. The customer is consciously and unconsciously filters a barrage of impressions at each POC in the form of experiences and organizes them into sets of impressions, some rational and others emotional. Anything perceived or conspicuous by its absence is an impression. If a customer can see, smell, taste, or hear it, it is a POC. Product and service providers provide measurable POC’s, as does the physical environment in which they are offered. Therefore, in order to effectively manage POC’s they first must identified, management must clearly understand what value your customer desires.
