partnership everybody's job
Don't leave partnering with customers to isolated departments like
customer service. Your organization exists to serve its
customers, and this recognition should permeate every process,
department, and job role. Everybody in your organization, from
front-line employees to the Board Chairperson, must find ways to
connect with customers.
Customer Value Creation:
Partner with potential customers
Potential customers represent a tremendous
opportunity – you need to
understand why they aren't buying your product or services. Uncover
this information through market research surveys or focus groups or
special incentive offers or thorough postmortems on the lost sales.
Value Innovation: Yin-Yang Strategies
Partner with lost customers
Interview disenchanted customers,
empathize with their decision and
find out why they are leaving – not all of these customers will
return, but the lessons learned in the process can prevent future
Increase "wallet share"
more revenue from your existing customers through discovering
untapped needs that open up exciting
market opportunities and
offering new or augmented products or services.
Let go of "poor fit" customers
80/20 Principle – defection
of unprofitable customers should not concern you much. If some
customers need services that you cannot or should not offer in the
spirit of your mission and values, let them go elsewhere, or
otherwise you may lose the
advantage of your integrity.