Wake up and smell the coffee - the customers are in controlby
Customers have more control over your business than ever before. Fail to realise that and you'll lose valuable sales to competitors that do understand it, says Robert Craven.
It seems that, despite numerous reminders, the pompously named 'customer relationship teams' just don't 'get it'. In fact, the majority of the marketing team don't 'get it'. They just don't understand the whole 'customer' thing. This isn’t a latest fad or a naïve but sales-hungry business school professor’s idea of a good wheeze. This is here to stay and until your business 'gets it' then you will lose sales to those businesses that do 'get it'.
1. Customers are in control
We are now in a world where the customers are in control. They decide what is thought about us. They no longer believe our adverts but they do believe what other customers say about you. If they ask for something and you don’t give it to them then they will tell others and they will move on to a supplier who can give them what they want.