Putting the Customer First

The good we create when we solve others’ problems 

I listened to a great podcast a while back. It was an episode of Part Time Genius, called, “What are the Greatest Things We Just Learned about Japan?”, and it aired on February 7, 2018 (parttimegenius.show). One observation in the podcast was about the struggle of non-Japanese car brands in Japan.

Here’s a summary: 

In the third largest auto market in the world, Japanese brands make up 90% of autos sold in the country, the podcast reported. Customer service was credited with part of the reason why. An example was given of an occasion when a customer had been considering a new car purchase. The local Toyota dealer happened to call asking if he was in the market to buy a new car. When the customer confirmed he was, the dealer and an associate came by within an hour to allow the customer and his wife to test drive two cars around their neighborhood. 

Beyond pro-actively anticipating buyer needs, offering phenomenal convenience, and making the car purchase experience as favorable to the customer as possible; all insurance matters, regular free car washes at the dealership, free maintenance, and complementary pick-ups and drop offs at service intervals are standard practice. As counterpoint, two U.S. car brands in Japan (not practicing this standard of care) have either pulled out entirely or have a minimal presence. They can’t compete.

Consider for a moment not what is being done necessarily, but rather for what purpose it is being done. What does it take to make a customer feel valued and perceive value? What is the value of eliminating barriers for the customer? The relationship being forged in this case study goes well beyond the transaction of information, goods or services and price or quality of product, and instead strives for delivery of respect through satisfaction of human need, that is reciprocated in loyalty. 

No business should WANT to be a place people HAVE to come to – this is commodity thinking at its worst. The tide has turned on this model, and more must be offered than mere products or services customers line up to purchase. What if instead we focused on doing more good in people’s lives and eliminating struggles and frustrations by providing more value? 

I came up with three steps to better serve others, and do more good:

1. Know who you’re helping – what are their challenges, according to them? What barriers or frustrations do they face? If you’re not solving someone’s problems, you very well could be contributing to them. And keep in mind, as attractive as a one size fits all solution sounds, your customer is not a singular entity – be prepared to consider a personalized approach.

2. Ask Tough Questions – rather than the self-congratulating, “How happy are you with your products and services from My Company?”, instead, pose the difficult question, “What is the worst/most frustrating aspect of doing business with me?” Sure, it’s validating to know that you’re getting some stuff right, but how will you know about the issues that really matter? 

3. Be Fearless – industry innovators and disruptors show us that change and success haven’t come by doing the same old thing in a mildly different way. They’ve tipped things on end and have ideated from a place of solving problems, creating value, and eliminating pain points. Think Amazon, Uber, Airbnb, Blue Apron, SpaceX – the list goes on. 

I believe everyone seeks partnerships where they feel understood and appreciated. Going the extra mile to make sure that message comes across is so important to ‘proving’ our values and demonstrating that rhetoric and action are aligned. It’s good business. But perhaps the most priceless outcome of doing more good? The satisfaction of making someone else’s moment, day, week, or year that much better.