Happy "Get to Know Your Customer" Day!

January 20th marks a significant day for a range of subjects; seeing cheese lovers and disc jockeys getting their own appreciation day, and a day dedicated to Buttercrunch (their marketers perhaps responsible for the latter).

Whilst I am definitely partial to a slice of cheddar, 20th January 2022, for me, will instead be a celebration of ‘Get to Know Your Customers Day’, whom, as a consultant, are the top priority in my career path.

There is a plethora of academic research available on how to develop customer service skills, how to become a trusted advisor, and how to connect with customers. So much information, in fact, that it can be quite overwhelming to know where to start.

In order to provide a good customer experience, I have prioritised my personal aims, with the expectation that they will serve as a platform for gaining greater awareness of my customers.??

1.??????Listen

It’s impossible to form solutions, or plan goals that align with the customer’s best interests without fully understanding their needs, values and aims. I must be aware of differing styles, and adapt my methodologies to suit the customer.

2.??????Operate with Total Honesty

It is crucial to always be truthful. No exaggeration, no bending of the truth. In order to display the integrity which is so necessary to gain the customer’s trust, it is vital to be both honest and open. There may sometimes be difficult conversations and awkward topics sometimes in need of discussion, but without ensuring that honesty underpins the dialogue, I would be doing a disservice to the customer, whom I’m ultimately there to support.

3.??????Achieve Deadlines

If I make a promise to deliver by a certain date, I should move mountains to achieve it. There may be dependencies of which I am unaware, or other mitigating circumstances, however missing deadlines is a fast-track method of losing a customer.

4.??????Produce Work of the Highest Calibre

I will avoid the temptation to overload myself and compromise the quality of my submissions. Through careful planning and time management, I will endeavour to produce gold-plate standard deliverables on every occasion, in order for the customer to gain maximum benefit and success.

5.??????Request Help

If I don’t know something, or need support I need to ask for it. Most customers are more likely to respond positively to the honesty (*see #2 above) than to someone covering tracks or incorrectly claiming expertise. Not only from an honesty perspective, but to loop back to #4, it would be difficult to provide the highest calibre work and support the customer’s route to success without seeking guidance and support where I have a need.

6.??????Put the Customer’s Interests Before My Own

I should not allow ego to override the customer’s route to success. I’m there to serve the customer, to support and contribute to their success, and whilst my success may be a bi-product of that, it shouldn’t be my focus.

7.??????Care

Though last, this is by no means least in terms of criticality to building strong relationships. I have to ensure sincerity, as fraudulent actions are as obvious as bull in a china shop. There is a global movement emerging (for a few decades, at least) which recognises the importance of emotional intelligence, and having qualified as a Mental Health First Aider I’ve witnessed first hand the difference something as simple as asking someone how they are, how they truly are, can make. Whilst there is a balance between prying and thoughtfulness, I believe it is integral to care about your customers, and go above and beyond to ensure they feel you do.

This list is by no means exhaustive, and not intended either as a guide or advice, it’s simply an insight into what I value in customer service, and thus try to incorporate into my own practices.

My ultimate aim is to get to know my customers in order to better understand their motivations, goals both, where appropriate, business and personal, to help create successful strategies to achieve success. Whilst today is one of four directly dedicated to the celebration of customers, I believe we shouldn’t limit this to four days a year, but instead let’s make every day a day of getting to know our customers!