To see how well your organization deals with your customers’ orders, needs and problems, invest an hour each month “walking in their shoes”:
- Call your customer-service number. True story: Jane T, senior vice president of a major investment firm, called her company’s customer-service number and posed as an investor who wanted to check her account. After being put on hold, she listened to five minutes’ worth of Christian rock radio: something likely to offend many non-Christian customers. Jane made sure that practice changed quickly, but she may never have known if she hadn’t called.
- Use your Web site the way customers do. True story: During the 2003 holiday season, Paul C., CEO of a menswear retailer, visited his company’s Web site and tried to place test orders for several popular products. He was told that they were out of stock, something he was sure was not the case. If he hadn’t logged in and had the problem corrected, his company might have lost $30,000 or more in holiday sales.