Achieving Business Excellence with John Spence

If you want to make more money: ASK

Several years ago, one of my clients asked me to put together a special workshop to help their employees increase the quality of their customer service. I told them that the single best way to figure out what it would take to deliver consistently superior customer service was… to ask their customers!

We, of course, pursued the standard route of sending out a general customer satisfaction survey and I also interviewed a handful of their customers to get some confidential feedback, but what really helped them achieve an entire new level of customer service excellence was inviting a panel of their top customers for an open and frank discussion about how they currently viewed the service they were getting and exactly what sort of improvements they would like to see.

On the day of the event we gathered every employee in the company (60+) to listen to what the customer panel had to say. The results were amazing! As the employees sat on the edge of their seats, key decision-makers from their seven biggest customers (representing nearly 70% of their annual revenues) spent more than two hours talking about what they loved about the customer service they were receiving; what they hated about the customer service they were receiving; and precisely what they wanted changed, fixed or improved.

Imagine having your very best customers tell you exactly what you would have to do for them to give you a larger share of their business and eagerly refer you to their friends and colleagues. In nearly 25 years of running training workshops this was one of the most powerful and motivating sessions I have ever had the pleasure of leading. By the end of the day every employee that attended felt like they understood what they personally needed to do to deliver outstanding customer service Interestingly, it was just as rewarding for the customers who said it was the very first time that one of their vendors had invited them in to share these sorts of issues in open forum. A true win/win for all involved.

So now the question is: how can you apply this idea in your business? Maybe this sort of customer panel is a perfect way for you to open the lines of communication with your customers and make significant progress in deeply understanding what it will take to consistently meet and even exceed their specific customer service expectations. Maybe your company isn’t quite as big and instead you simply invite two or three of your top customers to lunch and discuss how well your company is meeting their expectations and what they feel you need to improve. It seems pretty straightforward to me, if you want to make more money, ask the people who are currently giving you money what it would take for them to give you more money. Because, as Mark Twain so beautifully put it, “The only critic whose opinion counts… is the customer.”