Understanding Customer Service & Satisfaction

The marketplace has changed - what has worked in the past, no longer works. In the past products, services and solutions were created by the vision of the creator. That is to say that the amount of time taken in serving customers and getting a picture of what their needs are, was of less priority to the engineers, designers, marketers and other professionals who feel that they have what the marketplace needs. Increasingly, companies have realized that they weren't making what the marketplace needs and are suffering the hardships associated with that (slumping sales, massive losses, and a near crisis situation). The concept of tailor made solutions was the extraordinary not the standard way of doing business. Even today in the marketplace, you can only find customized solutions at exclusive professional clothing botiques. However, those who are successful offer botique products, solutions and services to those who are willing to pay.

The golden rule in sales and marketing is that the customer comes first. Unfortunately very few people quite understand this golden rule. Many believe that this concept means fast, friendly service. Unfortunately our marketplace isn't a gigantic fast-food joint! The following is how I define the golden rule:

1. Responsive customer service. That means to answer and discuss a customer's concerns or comments in a timely manner. No more than one business day for some type of a response (excluding holidays). Most players in the marketplace get this part of the rule and achieve it.
2. Accurate customer service - i.e. don't bullshit the customer or tell them what they want to hear. Be honest and direct with them - be it making the sale or supporting them. Any good relationship between a customer of a product and the producer of said product is a feeling of trust between the two. Those who tell lies will not attract the important sales!
3. Working with the customer in designing and developing the product. Sure customers don't know what they want, otherwise they would have created it already but at the same time customer feedback is crucial in designing anything. Products have failed because things that seemed intuitive to designers were not so to consumers. Working with customers means being there with the customer at all stages of the game, from early development of a product,solution, or service all the way through fulfillment. I have found that customer feedback has allowed me to create a more attractive package than me sitting behind a bullet proof wall guessing what my customers needs.
4. Thinking of the customers as you deal with the technicalities of the product. As a perfect example, consider the previous post I left regarding software protection schemes. If you don't really think of the user and their concerns about the software protection techniques, you will have unhappy customers or those who refuse to use the product/service/solution because of the thoughtlessness. You must ask yourself, "what would the customer think of this?", rather than, "how will this make my life easier?"
5. Follow up with the customer. Discussing their experiences with the said product/solution/service with the customer after the sale shows that you have gone the extra mile. This is also extremely useful because they will now have experience using what you have "sold" them and their advice could be useful in making meaningful improvements. It also makes the customer feel that there voice is still heard even after the sale is made.