Have you ever wondered why all companies, spend lots of money so as to find out what the customer’s point of view is?

Because they discover more and more new ways to “surround” the customer, so as to have data for its opinion… which in fact it composes the level of his satisfaction.

Is there anyone who believes that all these money are being spent for no reason?

The answer is obvious!
By chasing the customer loyalty, they turn the “lights” to the customer and seek to learn his opinion! For sure, the companies have calculated that all the money spent towards this direction is much less than the money they lose, with a dissatisfied customer! High levels of customer loyalty are achieved by high fidelity!
Customer loyalty is like a rare Chinese reed! It needs watering for 7 years, while it remains in a height of below 20 cm! But if one has the patience and faith to continue … he you will enjoy, at the end of the seventh year, watching it growing to be 28 feet tall!
So, only then one who patiently builds a relationship of trust and reward with the customer and achieve perfect satisfaction, will finally enjoy the outmost of the customer’s dedication!

The automotive industry has always been a pioneer in terms of techniques, methods and applications! The automotive industry was among the first ones to discover multiple ways to learn and process the customer point of view, aiming at continuous improvement:

›  It urged the ones who contact the client and the administration, to ask for his point of view, face to face,

›  It trained the ones, who contact the client to read their needs, wants, and expectations,

›  It placed a complaints box, for the client to record and share his dissatisfaction,

›  It activated a process, whereby, upon the services provided, the customer is conducted by telephone so as to confirm the customer satisfaction and for further investigation of complaints and suggestions for improvement,

›  It also designed a process whereby, through written communication (e-mail, sms, mail), receives and processes the customer’s point of view in general,

›  It trained the people who run a shop within the dealership network, to spend time on the floor, and viewing their stores as real customers and analyzing whether the proposed benefits have real value for the customer,
›  It used specialized control bodies, who visit the stores as real customers (potential car buyers or workshop customers with damaged cars) to measure, from the customer’s perspective the performance of the unit.

Today, by having accumulated knowledge and experience, both by actions and results, one can safely conclude that it is imperative to adopt methods (that will be used often) so as to consider the offerings… from the customer’s point of view!

Because, it is not what we are offering, but… what reaches the client!

Constantinos Mitropapas
(Published in the magazine Autospecialist, July 2012)