Customer Reports: What do They Really Reveal About Your Business? By Chuck Wallin At Isnare.com Ezine Articles

A very wise man once said:

Circumstance does not make the man; it reveals him to himself.

If we substitute “business” for “man” (which isn’t that much of a reach since all businesses are conceived and brought into reality by man) the new statement becomes:

Circumstance does make a business (or organization) it reveals it to itself.

Every success reveals a “rightness” of some kind within the organization. In other words some things have aligned correctly within the organization to allow this success.

It is the job of the organization’s decision makers to find out how this “rightness” came about. What did we do right to allow this success? Everyone is eager to accept credit for success but why did it happen? Was it the business mission statement that inspired the success or was it as simple as an employee really connecting with a customer?

It can be of great value for an organization to periodically isolate a successful event (this could be a huge sale or a tremendously satisfied customer) and study it. In the case of a new customer why did they make contact? Why was that customer receptive?

Now there may be forces at work that go way beyond the scope of this article, but if a business looks at the synergy of a successful task it may reveal common characteristics. Maybe a certain advertisement is connecting with a certain customer need. Maybe certain sales or service people are better at their job then you realize. Maybe you’re succeeding in a segment that you are not even aware of.

While it is not possible to research every sale or customer experience, if information is reviewed consistently sudden changes in customer behavior can isolated. These variations will point to where a company’s strength really is. This may be very different than where an organization believes itself to be.

Business success requires getting as close to your customers as possible, understand them and educate them on all the benefits your company has to offer.

Communicate in all the ways that are available to connect with them.

Too many businesses ignore customer intelligence and rely solely on transactional data to steer their customer strategy. However this line of thinking does not reveal what your customer strength is.

It’s not enough to know just what customers buy, but also what preferences, habits or interests allowed them to make the purchase decision. Different customers seek different levels of experience with a company. What level of customer interaction is working for your company today?

This type of analysis can be useful in staying ahead of the competition. A business may uncover an opportunity by paying attention. What is the common denominator in our success (or failures)? Who are we connecting with? Why?

Today’s successful companies select their most effective customer attributes to dominate their competition. By understanding the connection they have with existing customers, an organization can confidently focus their efforts on “rolling out” their present strengths to more customers who identify with those same attributes

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