The Importance of Being Understood

By Andrew Brown

True, it is cliché: the phrase "the customer is always right" is usually met with some amount of cynicism or at least an eye roll. Or, when asking businesses what customers think about a certain topic, their answer is "We know what our customers want."

But we've encountered more than a few businesses-small and large alike-that give the idea of "building trusted customer relationships" a lot of lip service, but fall seriously short on making it a reality.

Most people assume that listening to customers means just listening to complaints, namely, patronizing customers who make a fuss by returning their money or apologizing to them even when you think they're a bit off their rocker. Yet in this day and age-where the customer has every bit of power, information and control-really and truly listening to customers is simply about understanding them and their needs.

Time and again, businesses become so familiar with their own products that they don't really "get" what a customer is saying. They start to hear words that sound like something they've heard a hundred times before and immediately assume it's "XYZ" problem.

But there are solutions that will not only make them feel heard but can become a critical part of your long-term business strategy. By treating any problem that's brought to you as if it's the first time you've heard it, you can really get on the same page with your customers. You'll deepen the relationship and trust with them, which is the tried and true way to get customers for life. And, if you're able to listen to and solve a problem for one customer, you'll likely be providing a solution for other customers as well.

You're in the business of customer relationships, regardless of the type of business you are in. Getting input from your customers is critical to your success. It doesn't matter how successful you as an individual may be, you will never cease to better your business by learning from your customers. This is one of the first steps to successful improvement of customer service.

Here are some ideas to get you started down the path of becoming an expert at communicating with customers:

1. Surveys: Know your Net Promoter Score.
Nothing can replace customers telling you how they like to be treated, what you are doing right, and what could be done better. It is a fantastic way to constantly improve your product or service. You'll learn everything from how they perceive your attitudes of service to how they feel you keep them informed when they have problems. Not only will your customers instantly see that you are striving to make things better for them, they'll sense that you are pursuing a mission of improvement. Surveys-that are brief and to the point-are a succinct way to get in front of your customers without attempting to sell them anything. You can learn how to do surveys right by reading The Ultimate Question: Driving Good Profits and True Growth by Fred Reichheld.

2. Respond to their input by making changes.
If you really want to "surprise and delight" your customers, let them know that you heard them and that you are implementing what they want. If it can be done, do it. If it can't, let them know that you heard them and what you can do. Remember that even if their input is in the form of complaints, use this feedback positively and as insight; it's always better to fix customer concerns as soon as possible to benefit your company's success in the long run.

3. Provide staff training.
If you do have staff, enlist them in the philosophy of putting customer needs first. Make it a mantra. Provide listening or consultative skills training, if necessary. You should all be communicating with customers as a united front and with the same level of concern and care.

Through this process, anticipate learning a lot about your business and your customers. You'll find your customer service improving and you'll own your customers.

Andrew Brown and Small Business Guru provide Coaching, Inspiration and Practical Advice for Small Business Owners and Entrepreneurs. Subscribe to the free, weekly newsletter at http://www.small-business-guru.com.