The Chemical Connection: Through-glass Vias in Glass Substrates
It’s Only Common Sense: Why Sales Teams Fail (and How to Fix Them)
The Marketing Minute: A Brand Visibility Playbook—Get Seen, Heard, and Remembered
Estimated reading time: 1 minute
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.
Share on:
More Columns from The Right Approach
The Right Approach: ‘Twas the Night Before Christmas (Harley-style)The Right Approach: I Hear the Train A Comin'
The Right Approach: Culture Change is Key to a QMS
The Right Approach: Leadership 101—Be a Heretic, Not a Sheep
The Right Approach: Leadership 101—The Law of Legacy
The Right Approach: Leadership 101: The Law of Explosive Growth
The Right Approach: Leadership 101—The Law of Timing
The Right Approach: The Law of Sacrifice