Dan’s Biz Bookshelf: ‘Costovation: Innovation That Gives Your Customers Exactly What They Want—And Nothing More’
It’s Only Common Sense: Dear Santa, Here’s My Sales Wish List
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Point of View: What Do Customers Want?
Years ago, I watched a Mel Gibson movie entitled “What Women Want,” which was not as difficult as you might think since he had the ability to read women’s minds. I would never pretend to be able to answer that question in any way, shape or form, but I would be able to offer some guidance on what customers want.
What Customers Need
What customers want is very simple. They want the core product or service of your business to meet their needs and expectations. If you are a PCB manufacturer, customers want a board that works, delivered on time, and at a value for their money. Wanting stuff that works, when you need it, is not an unreasonable expectation. Then why are high marks for customer satisfaction so difficult to reach and maintain consistently?
Because customers expect these things; they are called order qualifiers, or in other words, the price of admission. Satisfying these core areas will create loyal customers or cause them to tell others how good you are. However, if you don’t meet these basic objectives, they most certainly will tell anyone who will listen how bad you are.
Editor's Note: This article originally appeared in the June 2013 edition of The PCB Magazine.
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