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40 PCB007 MAGAZINE I FEBRUARY 2018 value for their money. So, if wanting stuff that works, when you need it, is not an unreason- able expectation, then why are consistently high marks for customer satisfaction so diffi- cult to reach and maintain? Because customers expect these things, they are called order qualifiers, or in other words, the price of admission. Satisfying these core areas will not create loyal customers or cause them to tell others how good you are. How- ever, if you don't meet these basic objectives, they most certainly will tell anyone who will listen how bad you are. Order winners, the things that will drive loy- alty, additional business, and turn customers into your best sales people, are the little ex- tras—things that most companies fail to either realize, or don't place as much value on. The following are a list of things that your custom- ers really want that will turn them into fans for life! Customers want: • Ease of doing business. Answering the phone, simplifying the order process, proac- tive communications and easy product returns are key to making it as easy as possible to do business with. • Warm and friendly interactions. With ev- ery phone, email or face-to-face contact, cus- tomers want a warm response. It can still be professional, but you and your people need to look and sound friendly and likeable. It amaz- es me to see just how many customer service folks are just not that friendly. • To feel important. Although they real- ize that you have many other customers, they want to be treated as if you didn't. • To be listened to. It is not hard to give the impression that the person dealing with them is not really listening. Effective listening is a learned skill that takes diligence and commit- ment. Figure 1: Interested Parties worksheet. Satisfying these core areas will not create loyal customers or cause them to tell others how good you are.

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