A good friend sent this to me yesterday… it’s a healthy dose of insight into clients’ minds by Tom Farmer, Chairman and Chief Executive of Kwik-Fit. Regardless of your profession we’re all clients and consumers, so when you’re in your office don’t lose touch of that perspective, leverage it.
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“I am your client. Satisfy my wants, add personal attention and a friendly touch, and I will become a walking advertisement for your service. Ignore my wants, show carelessness, inattention and poor manners and I will cease to exist.
I am sophisticated. Much more than I was a few years ago. My needs are more complex. I have grown accustomed to better things. I need better service. I am an egotist. I am sensitive. I am proud. My ego needs the nourishment of a friendly, personal greeting from you. It is important to me that you appreciate my business. After all, when I buy your services, my money is feeding you.
I am a perfectionist. I want the best I can get for the money I spend. When I criticize your service, and I will, to anyone who will listen when I am dissatisfied, then take heed. The source of my discontent lies in something you or the service you sell have failed to do. Find that source and eliminate it or you will lose my business and that of my friends as well.
I am a fickle. Other business men continually beckon me with offers of “more” for my money. To keep my business, you must offer something better than they. I am your client now, but you must prove to me again and again that I have made a wise choice in selecting your company, your service above all others.”
