When I worked as a community developer, I would bring
groups of people together to discuss common issues they were facing, in an effort to find some
practical solutions and ways that the social services sector could help.
The challenge was
often the professionals believed they knew best about what families needed, and were locked into the programs they delivered instead of being responsive to the needs of their clients. It ended up being the same old, same old.
Now I am not so sure it is any different in the private sector, where we deliver
programs and services that suit our needs, make us the most money, without
really checking if this is in fact what the customer needs or wants.
All of this came to mind after hearing Marg Hachey
speak at our Oakville breakfast. What a
wealth of information she shared. As
someone who owned a $50M business, she knew only too well how to listen and be
proactive, and this ability to take the pulse of the sector and act promptly
was one of the secrets to her success.
When her customers would ask her if she provided a
certain service, she would quickly reflect on whether there was business potential – and usually there was –
and promptly say “yes, we do.” She would then set the wheels in motion to make
it happen. Her rationale was that if
this customer needs this service, so will others.
Even when she had a huge team behind her, Marg kept in
touch with her customers so they knew her door was open and they could approach
her with a concern, or better still, another idea.
When we keep delivering the same old, same old, are we
really delivering what our customers want, or more what we want because it fits
our needs, particularly financially. I
am constantly asking myself that question.
I am always looking at what we do and how we can improve so we truly
meet the needs of our customers – in our case, small business owners.
When we get
caught up in playing the numbers game or where the greatest profit margins can
be had, we may be missing the boat. Yes, you may make more money, but are you
building customer loyalty? Whose needs
are you meeting?
Sometimes we have to
give, to gain. When we do something more
as a bonus or added service which doesn’t bring in the same revenue but is
valued by our customers, we build a stronger customer base.
How often do you check in with your customers? How often do you actually pick up the phone
and call them – not to sell anything, just to see how things are going? My sense is that if we did, we’d have a
stronger customer base, and be more in tune with the marketplace out there.
Because at the
end of the day, if we don’t listen and provide what our customers need and
want, they will just go elsewhere, so it behooves us to be flexible and nimble
so that, like Marg, we can pick up a new idea and run with it.