MANAGE CUSTOMER RELATIONSHIPS
WHY IT MATTERS
Customer relationships are the life blood of an organization or business. When customers are happy and loyal the sky is the limit. No matter how good an organization’s products and services may be, if customer relationships are not strategically won, effectively built, and profitably maintained, the organization may eventually fail. Leaders that successfully manage customer relationships provide the oxygen and fuel their organization needs to stay profitable and viable over time. Leaders that don’t effectively manage customer relationships cause their organization to be in constant sales mode, trying to find new business to backfill the customers they couldn’t keep, all the while wondering when they might lose financial viability.
WHAT IT LOOKS LIKE
Leaders that excel at managing customer relationships are expert at identifying a customer’s needs and meeting those needs. They don’t define the value of a customer by a single transaction. Instead of making quick deals for fast gains their goal is to win loyal customers for the long term. They look at the potential lifetime value each customer can provide the organization and invest their time and energy so that the customers they gain become customers who stay.
Leaders that manage customer relationships listen to and know what their customers want and need. They know their customer’s challenges and they figure out how to solve them. They approach their customers with the goal of becoming an integrated part of their day-to-day life solutions instead of just a one-time solution.
Leaders that manage customer relationships gain the trust and respect of their customers by continuously providing new value. They strive to exceed their customer’s expectations every time. They provide solutions customers haven’t yet experienced. They deliver what they say they will deliver each and every time. They are proactive instead of reactive. Instead of waiting for customers to tell them what to do, they anticipate what they need.
Leaders that manage customer relationships know there is no substitute for results. They know at the end of the day customers want solutions that make their lives better. They believe nothing speaks louder than a need that has been met. They follow up with customers to ensure their continued satisfaction. When they fall short of customer expectations they act quickly to regain their trust.
Leaders that excel at managing customer relationships are honest in all they do and say. They are realistic about what they can deliver. They are not afraid to push back. They are willing to disagree with the customer if they feel they are making a mistake. They don’t promise what they can’t deliver and they take responsibility for their failures.
Leaders that manage customer relationships are optimistic and pleasant to be around. They aren’t afraid of having customers turn into friends. They avoid being all business all the time. They handle every customer engagement with the highest level of professionalism but like to have fun. They are someone their customers want to interact with because they are trusted.
BELIEFS
BEST PRACTICES
SELF-REFLECTION
WORDS OF CAUTION
Customer relationships are the life blood of an organization or business. When customers are happy and loyal the sky is the limit. No matter how good an organization’s products and services may be, if customer relationships are not strategically won, effectively built, and profitably maintained, the organization may eventually fail. Leaders that successfully manage customer relationships provide the oxygen and fuel their organization needs to stay profitable and viable over time. Leaders that don’t effectively manage customer relationships cause their organization to be in constant sales mode, trying to find new business to backfill the customers they couldn’t keep, all the while wondering when they might lose financial viability.
WHAT IT LOOKS LIKE
Leaders that excel at managing customer relationships are expert at identifying a customer’s needs and meeting those needs. They don’t define the value of a customer by a single transaction. Instead of making quick deals for fast gains their goal is to win loyal customers for the long term. They look at the potential lifetime value each customer can provide the organization and invest their time and energy so that the customers they gain become customers who stay.
Leaders that manage customer relationships listen to and know what their customers want and need. They know their customer’s challenges and they figure out how to solve them. They approach their customers with the goal of becoming an integrated part of their day-to-day life solutions instead of just a one-time solution.
Leaders that manage customer relationships gain the trust and respect of their customers by continuously providing new value. They strive to exceed their customer’s expectations every time. They provide solutions customers haven’t yet experienced. They deliver what they say they will deliver each and every time. They are proactive instead of reactive. Instead of waiting for customers to tell them what to do, they anticipate what they need.
Leaders that manage customer relationships know there is no substitute for results. They know at the end of the day customers want solutions that make their lives better. They believe nothing speaks louder than a need that has been met. They follow up with customers to ensure their continued satisfaction. When they fall short of customer expectations they act quickly to regain their trust.
Leaders that excel at managing customer relationships are honest in all they do and say. They are realistic about what they can deliver. They are not afraid to push back. They are willing to disagree with the customer if they feel they are making a mistake. They don’t promise what they can’t deliver and they take responsibility for their failures.
Leaders that manage customer relationships are optimistic and pleasant to be around. They aren’t afraid of having customers turn into friends. They avoid being all business all the time. They handle every customer engagement with the highest level of professionalism but like to have fun. They are someone their customers want to interact with because they are trusted.
BELIEFS
- You have to invest in knowing what your customers need before you can hope to meet their needs.
- There is no substitute for meeting needs. You can do everything else, but if you don’t meet customer’s needs nothing else matters.
- If the customer doesn’t feel comfortable coming to you, they won’t. You have to be the kind of person they want to associate with.
- Great products or services draw customers the first time. Great customer management is what draws them back again.
- You can never go too far out of your way to ensure your customer is one hundred percent satisfied with your work.
- You can’t sit back and hope your customer sticks with you. It is your responsibility to prove to them why they should stay.
- It is far easier and cheaper to keep a customer relationship than it is to find a new customer.
- You need to have a defined process and strategy for how to manage customers. You can’t afford to make it up as you go.
BEST PRACTICES
- Know who your customers are and how they think.
- Identify current and future customer needs.
- Listen to what your customers have to say.
- Measure and monitor customer satisfaction.
- Build strong customer relationships.
- Show customers respect and deference.
- Act promptly to address customer concerns.
- Look for every reason to avoid telling customers no.
- Consult with customers, don’t guess what they want.
- Exceed customer demands and expectations.
- Gain the trust of your customers.
- Give customers realistic expectations.
- Ensure you clearly know customer needs.
- Be realistic and upfront with what you can deliver.
- Be willing to let a customer go if it is right.
- Push back on your customers when appropriate.
- Resolve customer concerns quickly and effectively.
- Do not keep the customer waiting.
- Present yourself with professionalism.
- Seek feedback for how to improve your product.
- Follow up on customer requests.
- Accept responsibility when you are wrong or fall short.
SELF-REFLECTION
- Do I clearly define the needs of my customers, or do I just assume I know what they want?
- Do I focus on long-term customer relationships and success, or do I focus on the quick sale only?
- Do I have customers that come back again and again, or do I have customers that come in the door and never come back?
- Do I have the trust of my customers, or do I have customers who feel like they need to be cautious of me?
- Do I bring proactive value to my customers, or do I sit back and wait for my customers to come to me?
- Do I exceed customer expectations, or do I do just enough to keep the customer relationship alive?
- Do I follow up with customers to ensure their continued satisfaction, or do I rest on my laurels?
- Do I act honestly in my customer interactions, or do I cut corners just to get their business?
WORDS OF CAUTION
- Don’t do things to keep a customer’s business if you feel they are shady or are not the right thing to do.
- Don’t hold onto customers too long if you know it is time to sever the relationship and start fresh.
- Don’t spend so much time managing current customers you don’t have time to fill your pipeline with new customers.
- I have a hard time telling a customer no.
- I work hard to build real relationships with my customers.
- Every customer complaint is important feedback.
- My customers trust me completely.
- I have recently measured my customer’s level of satisfaction.