Jul 27 2009

What is a customer?

Published by at 7:55 am under Creating Wealth,Internet Marketing,Training

Following on my post about customer service last week I reflected upon the importance of the customer service experience over the weekend. Businesses need to hear and to learn these lessons!

In my hometown of Cardiff, we are getting very excited by the imminent arrival of a John Lewis store in the new shopping centre.

Now Cardiff is a great city, it has a perfectly good shopping centre but – John Lewis!!! They have a reputation for unparalleled customer service.

I can remember living in Reading where there was a branch of John Lewis. Even the spotty 17 year-old shop assistants had their hair combed and their trousers fastened tightly around their waists so that you couldn’t see acres of adolescent underwear!

As a customer, I knew that John Lewis would rarely give me a bargain price although they would price match other stores in the town centre so I wasn’t being overcharged. Their standard of customer service would make them the first port of call on my visits to town.

One of my business colleagues shared this with me:

What is a Customer?

A customer is the most important person in this firm,
in person, by mail or by telephone.

A customer is not dependent on us ‑ we are dependent on them
A customer is not an interruption of our work‑ they are the purpose of it.

We are not doing them a favour by serving them ‑ they are doing us a favour by
giving us the opportunity to do so.

A customer is not someone to argue with or match wits with,
nobody ever won an argument with a customer.

A customer is a person who brings us their wants; it is our job to handle
them profitably to them and to ourselves.

That is what a customer is ‑ in our business or in any business.

Attributed to Peterborough, Daily Telegraph

What can I say? If you have a business, print this out, put it somewhere that you and your staff will see. Make it a mainstay of your business, not just something to pay lip-service to… Do this and your customers will keep you in business!


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