Roll Up Your Sleeves and Become Relevant to Your Customers
You’ re not going to succeed through manufacturing, distribution or information power— those have all been commoditized. If you want to succeed, roll up your sleeves and do the work of building your customer experience. Don’ t become irrelevant to your customers, which is what will happen if you don’ t take action.
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There is a direct connection between customer service, or lack thereof, and money made and lost. Do not lose money because you did not invest in developing superior customer service skills for your entire workforce and building a customer-driven organization. You cannot just sit around and hope the next big thing will work magic. Not today, and especially if you have not been building a culture of customer service.
To determine the right customer service goals it’ s important to conduct a self-assessment so you can understand where you are and where you need to be. Keep in mind, the experience you have at Costco— where customers push giant carts through huge aisles stacked high with value-priced products— is very different from the experience at an Apple store, where customers see a much smaller selection of pricey products and get expert assistance with picking the right one. Costco’ s customer experience ties in with their strategy to be a cost leader; while Apple’ s strategy is innovation.