How do I retain customers and stand out from competitors?
Malcolm says:
I recommend to my clients that they start by understanding why people became their customers in the first place. This gives you a base of things to keep doing. In reality most purchase decisions are based on how a prospective customers regards you based upon three factors: Relationship, Trust and Expertise. To understand more about what these factors mean to your specific customers you have to ask them about their views on the relationship they have with you. The best way to do this is via a third party because many customers will not tell you what they really care about. The worst way to do it is to ask your our sales force. They are too close to the action and have too much to lose from negative comments.
By asking the right questions in the right way a lot of valuable information will be uncovered. My advice is to first ask your own staff how they think customers will rate their relationship with the company. Then go out and ask customers. Comparing the answers highlights the differences and because of the personal involvement of staff and customers improvements are more likely to be implemented. These improvements could both encourage existing customers to stay and buy more but in many cases also presents opportunities to reduce cost. Get the balance right and your company will stand out from your competition. Several papers on my website explain more about this approach and has some examples of the benefits.