QUESTION: What Do Customers Really Want?
ANSWER:
For years businesses have struggled to answer that question. Along the way slogans and discussions have come and gone--about customer satisfaction versus loyalty, selling outcomes and solutions versus products and services, and technical processes versus interpersonal skills. Too often, they missed the point. Research shows that independent of industry, geography, product, or service, consumers consistently report that they value four qualities in the service they receive:
Seamless service: The ability to manage service factors that are invisible to the customer. Although customers want the benefit of all services an organization may offer, they don't want to be exposed to the details of behind-the-scenes operations. Nor do they want to deal with several individuals on the same issue. They expect frontline staff to coordinate everything for them.
Trustworthy service: The ability to provide what was promised--dependably and accurately. Customers want to feel they are in capable hands; that promises and commitments will be kept. They want things to be correct the first time, but if something goes wrong they expect a quick, thorough recovery.
Attentive service: The ability to provide caring and individual attention to customers, recognizing both their human and business needs. This quality, considered the most important by consumers, is derived from the desire to be recognized quickly, politely, and with respect.
Resourceful service: The ability to provide prompt service and creative solutions. Customers like a fast, flexible approach to the service interaction. If needed, they expect prompt and creative problem solving in the service recovery.
Each person, every day, is responsible for delivering stellar service experiences. At each interaction the customer is shaping an opinion of you and the organization. By integrating the four STAR Qualities into attitudes and behaviors, you will provide meaningful and memorable experiences that will build customer loyalty.
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