How Much Do You Really Know About Your Customers?

April 13, 2007 — -- Dear WW: I know that our annual report says that our customers are No. 1. But I just don't think that customers are really on the radar screen for most of our employees. What can we do to change this? CUSTOMER SERVICE

Dear SERVICE,

A while back, I wrote an entire blog at ABCNEWS.com on the most common lies at work. A few favorites: "We have an open door policy." "You'll get more money under the new plan." Or "our employees are empowered." And, of course, "Our customers are No. 1."

Unfortunately, customers are often a little more than a slogan for most businesses. Think I'm too harsh? Then think about the last time you went into a store or tried calling a business. For every time you got immediate service, I'm willing to bet there were five times where you just waited -- or worse. I've listed questions below to focus everyone's efforts on the customer. For more, check out Chris Clarke-Epstein's book, "78 Important Questions Every Leaders Should Ask and Answer" (Amacom, 2002).

Do you ask everyone to list the four top concerns of your most important customers? This is a question that we need to ask almost weekly of our people. It's not enough to know your customer, you've got to know what is causing them pain. Because eventually, their pain will be your pain. If you ask the question, here are some of the answers you'll undoubtedly hear:

People will not be able to answer. Don't panic when the most common response that people give to your question is that they have no idea. Because most of us forget how to look at our businesses from the outside-in. We are so inculcated by our organizations politics and procedures that we can only see the world from the inside out.

People's answers will be wrong. Rather than getting upset that they are wrong, you need to see it as an educational opportunity. At the same time, it's important to not forget to eat a large slice of humble pie, because your answers could be the ones that are wrong. Rather than just dismissing contradictory information out of hand, do some digging to find out if you could be the one who has the bad information. No one ever said this would be easy.

People's answers will confirm things you already know. This is probably the second most common answer. Your belief that your customers want stuff cheap and on time is probably correct. That's why it's so important to not just stop there. Dig deeper to find out why they feel what they feel. This additional digging should provide new insights on what is just around the corner for your customers and for you.

People's answers will surprise you. Surprising insights about customers are one surprise that you'll want to hear. I know most people don't like surprises, but when they add to your knowledge of a customer, they're always a good thing.

Ask these questions and serving customers will be more than a slogan.

"A fool and his money are soon parted. What I want to know is how they got together in the first place." -- Cyril Fletcher

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Maybe next year … Top April Fools pranks at work

Sent a letter signed by the president of the company that informed employees they would have to take potty breaks in alphabetical order.

Decreased the size of boss's lab coat. Joke continued after April 1, with boss perplexed by his coats getting tighter each week while he was dieting so diligently.

Made for a very foggy day -- dry ice in the urinal.

Changed all of boss's reading glasses to clear glass.

Sent a note to co-worker's pager that said to contact George. The number was to the White House.

From: "Real Success Without a Real Job" by Ernie Selinski (10 Speed, 2006)

Bob Rosner is a best-selling author, speaker and internationally syndicated columnist. He'd love to hear your thoughts on this topic, especially if you have better ideas than he does. His books include "The Boss's Survival Guide" and "Gray Matters: The Workplace Survival Guide." Send your questions or comments to him via: bob@workingwounded.com.