Doing good for customers

  • Cape Town, Western Cape, South Africa

Author:  Samantha Hillion-Burns

Short Description

Doing good for customers is something that is inherently right. I admire purpose-driven companies.  They have a strong commitment to a noble cause that helps them avoid the pitfalls of short-termism and significantly do good for society in some way. Whatever a company’s purpose, I believe that those with integrity ensure that the golden thread […]

Doing good for customers is something that is inherently right.

I admire purpose-driven companies.  They have a strong commitment to a noble cause that helps them avoid the pitfalls of short-termism and significantly do good for society in some way.

Whatever a company’s purpose, I believe that those with integrity ensure that the golden thread of doing good for society weaves all the way through to doing good for each of one’s customers.  My passion is helping companies on this journey.

Some may say that their company purpose already fully encompasses what good they can do for their customers.  For example, a supplier of energy-efficient lightbulbs may have the view that the good they are doing for the planet is equal to the good they are doing for their customers.  I submit to you that this is a rather limited view.  If the energy-efficient lightbulb supplier is not proactively looking out for their customers’ bests interests, they are not yet doing good for their customers.

What type of activities are doing good for customers?

·       Explaining a product so clearly that they are fully aware of what it won’t do for them where they are likely to assume it will.  For example, the health booster drops need to be taking consistently for 3 months before you will see results.

·       Based on logical triggers that the company could build into their offering, remind customers of actions they need to take or avoid in order to get the best out of the product (even when doing so seems to reduce the company’s profit).  For example, the credit card company reminds their clients of the amount due for payment sufficient notice that the client can pay on time without any interest being charged.  My credit card company sadly sends out reminders but only a day or two late so despite my immediate payment, they still get to charge me interest.  This is not in my best interest.  It is in theirs.

Doing good for customers

  1. Similar to the above, based on customer data, inform customers of possible errors they might be making.  For example, Amazon so nicely asked me the other day while I was in the process of ordering a new book: Because you ordered that same book previously, are you sure you wish to proceed?  This is in my best interest, not directly in their’s.
  2. Again, based on customer data, a company can provide useful information to their customers.  The baby products company knows when you bought that cot and rattle.  Being able then to estimate the age of that child, they could provide relevant valuable information and links to other services for free.  Furthermore, a few years later they might say: “If you still have that cot you bought and want to declutter, bring it in or ask us to collect it.  We’d love to give it to the Orphaned Babies Charity”.
  3. Budget proportionately to both new business and existing business.  A software company I have had dealings with fails to do so.  They provide two different telephone numbers for their Sales contact centre and Complaints contact centre.  Call the Sales number, and you get answered within seconds.  Call the Complaints line and you are left waiting and waiting with regular recorded lies that you are a “valued client” and your “call is important to us” interspersed by awful music and irritating pitches about the latest software offerings.  Surely if this company looked out for its customers’ best interests, complaints calls would be attended to with equal promptness as sales calls.
  4. Avoid letting customers pay for things they don’t need.  Telecommunications, banking and insurance companies often sell bundled products (a core product packaged together with other so-called value-added products which bulk up the price).  Over time, however, the supplier can see from their data,  which customers are not using the added products.  Imagine receiving a call or message from one of these providers saying: We notice you haven’t used XYZ product/benefit/feature for the past year (or x-period).  If you no longer want it, please let us know.  We can remove it and reduce your monthly fees by y-amount.

These are some of many examples.

Cynics might argue that if companies always did what was in their customers’ best interests they would never make any profit.  I beg to differ.  When a company openly demonstrates their care for my best interests, especially when it is at the expense of their short-term gain, it generates a response from me that is most definitely in the company’s best long-term interest.  Think of the Amazon example.  If you have had this experience, you may agree that it creates a positive affinity with Amazon to the extent that far outweighs their potential loss in profit on that one item.

Bear in mind, however, that action that is in a customer’s best interests does not mean a company always does whatever the customer asks for.  Sometimes customers want all the gain without taking their share of responsibility; or want preferential treatment that would cause unfair treatment of other customers; or want to take advantage of the company.  In instances like these, companies skilled at doing good for their customers know how to explain why they are doing what’s right even though it doesn’t feel pleasurable for the customer at that time. (As an aside, customers who try to take advantage of a company are, in terms of customer psychology, often expressing a disguised deeper message that a company should heed).

I have had the privilege of working with numerous firms who are striving to do good for society aligned to their stated purpose.  These firms have realised that despite their best intentions, they aren’t always doing good for their customers.  They have benefited greatly from an independent review providing them with insightful reports on areas of excellence and opportunities for improvement.

Seeing that doing good for customers results increased customer loyalty and employee engagement, it is not only inherently right, it is good business practice, too.

Contact Us at WeSpeak Global and follow us on Facebook

The articles, video and images embedded on these pages are from various speakers and talent.

These remain the property of its owner and are not affiliated with or endorsed by WeSpeak Global.

Similar to Doing good for customers

An event in Costa Rica is known worldwide for its lush nature that attracts millions of tourists. Still, the country has diversified what it offers to stay current in an increasingly competitive international market, aiming to develop its appeal for corporate event production. This country has great potential due to its favorable geographical location, pleasant […]

  • Author: DMC - Costa Rica
Lucy Bloom - The Recovery Room Podcast

Lucy Bloom is often asked how to crack the speaker circuit by aspiring professional speakers at least twice a week, so to save you buying me a coffee, here are my top ten tips for how to get your story on the stage, paid. 1. We all have a story to TELL but are you […]

  • Author: Lucy Bloom
Mike Lee - The MindShift Lab - LEADING THROUGH ADVERSITY

I was concerned about working virtually and leading through adversity so In March 2020, when the world shut down and my live event calendar was wiped clean   As my speaking business went online, I wondered if it would survive the transformation. Would I still have an impact? Would I still matter? I’m sure you […]

  • Author: Mike Lee
WS Logo 512

Speakers in the virtual space during this pandemic we have heard the word pivot frequently. And now it’s typical to hear phrases like “all Zoomed out”. In the world of events and training we are seeing a mixture of virtual, hybrid and face to face. No one expected this pandemic. While we continue to navigate […]

  • Author: Ovations
WS Logo 512

Wartime British Prime Minister, Sir Winston Churchill, said, “A lie travels halfway around the world before the truth has time to put its pants on.” Now, with the proliferation of social media, and twitter in particular, a lie can circumnavigate the globe before the truth even realises it’s not wearing trousers. And it took another […]

  • Author: STRATO COPTEROS
Shelley Walters

When I started in sales and Social Selling, I had to visit 8 clients physically, every single day. No jokes! In our wildest dreams we could not have imagined a tool like email, never mind social media and Building Relationships Online. Social media has created so many incredible opportunities for us, and it is about […]

  • Author: Shelley Walters
WS Logo 512

Can you imagine Say No To Revenue? It doesn’t sound right, does it? Ironically enough, that’s exactly what might be necessary to set you and your business up to achieve success. Anyone that knows chicken, has at least heard of Chick-fil-A and their famous chicken sandwiches served across locations in 48 states in the US. […]

  • Author: Sterling Hawkins
Christian Kromme

Ultrafast Computers Are Coming: Laser Bursts Drive Fastest-Ever Logic Gates. Go Digital What Happened? We are on the cusp of creating ultrafast computers that can operate at speeds much faster than anything we have today. How? By using laser bursts to drive the fastest-ever logic gates. This breakthrough was made possible by clarifying the role […]

  • Author: Christian Kromme

© All rights reserved 2024. Created using VOXEL THEME

1902 Wright Place, Carlsbad, CA, 92008