We all know the statistics: a customer who has had a bad experience will tell up to 20 people, while the average satisfied customer may tell five others—if you're lucky!

It costs five times more to attract a new customer than to keep one you already have. Only 4% of your customers will bring a complaint to your attention, so for every complaint you receive there may be dozens that you haven't heard about.

What are you to do?

If you are like many business owners and managers, you probably survey your customers, either formally or informally, to determine their level of satisfaction. Research studies indicate that if you really want to know how your customers feel about your company, you need ask only one question: “Would you recommend us to your family, friends, and colleagues?”

If the answer is a resounding “Yes!” you are likely meeting, and even exceeding, your customers' expectations. However, if the answer is not a spontaneous “Yes!” then there's work to be done.

Here are 10 techniques that will help you meet the challenge of developing a customer-focused organization:

1. Examine your company's culture

Right about now, you may be asking, “What is this thing called culture, and why is it so important?”

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ABOUT THE AUTHOR

Maureen McNamara is President of BridgeWorks Business Solutions, LLC, a business coaching and consulting company focused on business strategy, leadership development and organizational alignment. Reach her at 800-564-4008 or by email at mo.mc@yourbridgeworks.com.