In today’s busy world, it is often difficult for a business owner to take time for an introspective look into how their customers see them. With multiple demands in marketing, sales, operations, delivery and customer service, many businesses are stretched to the max. By day’s end, there is little time for self-assessment or perhaps the thought of looking at business through a customer’s eyes isn’t important. Think again!

Customers are the eyes and ears of any business and the one component that truly makes a difference in the success of a company. Consider the following and then take a look at your business from your client’s eyes. First, when is the last time you evaluated your business goals? What is the scope of your business? Who are your customers? These questions apply to a startup business or one well established with a local, regional or even national client base. Is there a realistic budget in place to support all of the key aspects of your business — marketing, sales, operations, delivery and customer service? Do you understand how all are connected and the benefit in following a plan that furthers business goals and most importantly supports customers?

Additionally, ask yourself questions about your employees. Do they feel appreciated and that they contribute to the company’s success? Do they interface with and support customers? Are they key to client satisfaction? Once these questions are answered, move onto the next phase of reflection. Take a look at what your industry is doing and consider what is working for your competitors? Look to other industries as well for innovative ideas that may be transferable to your business. You may have unique challenges in running your business that may not be met solely by evaluating your competition. Where is your company on product development? Do you need to increase your work force? Is funding for expansion an issue?

Now you are ready to begin looking at the information your company needs to insure clients and prospective clients are seeing you as you wish to be seen. Part of your company’s success depends on how well you communicate your message. First, prepare a fact sheet on your business. Include information on the location of company headquarters (and affiliate offices), date of founding, names of founders and key management, brief company background, contact information and a short mission statement. Your mission statement is the foundation for how your company works and directly impacts how your customers see you.

Prepare a fact sheet on each product or service your business offers. Include the function for each product/service, what distinct features it offers, and a comparison to similar products. Also include cost, quality and reliability in the fact sheet. In looking at your business, prepare a profile of company founders, board members, management and key staff. Bios should include relevant experience, education, awards and honors. In addition, prepare a current list of clients, business affiliates and partners.

The above will keep you on track in providing the image you want to convey to your customers. Now, ask yourself the hardest questions of all. How do your customers really see your business? Do they know what your customer service policy is? Do you have one? Their perception is your reality. For your business to grow, you must ask these questions and continually upgrade the level of service you offer. Get feedback from your customers. On a regular basis, make it simple for them to respond to you with honest comments. Feedback helps identify areas like poor customer service and product flaws. It also allows you to contact unhappy customers and solve their problems.

Make a commitment to continuous improvement. If you gather feedback and fail to act on it, you have wasted time, energy and money. Being committed to improving your business means being willing to address whole problems and to making sincere efforts to develop solutions. Get past the symptoms! In developing solutions, be certain you practice what you preach to your employees. Be a good role model and exhibit the behavior you expect. Keep in the present, be proactive and above all stay positive. Treat your employees like your valued customers and they in turn will value your customers.

Develop a customer focused business. Create a customer service policy clearly outlining how you expect customers to be treated and distribute it to all employees. Include all issues that are critical to your business growth. Set up an ongoing review program addressing your company’s goals and customer service philosophy. Make certain all employees, including management, are included in this program. Create opportunities for consistent organizational development, employee training and professional growth. Keep your employees informed and the lines of communication open between you, them and your customers. Don’t forget that your staff is typically the interface between customers and your company. They are the image that the customer sees when they look at your business. Most employees, with proper information and latitude, will make good decisions. Give them the power to do so!
In today’s high tech world, customers yearn for a personal touch. They seek excellence in business and expect support from those with whom they do business. If they are unhappy with your company, if you do not meet their needs, they will take their business elsewhere. Do you have what it takes to develop loyal customers who will give you an advantage over your competition? Have you looked lately into the looking glass?

(Editor’s Note: Judith Rammel is president of Gold Medal Marketing Ltd. She may be reached at (360) 337-7314, jprammel@telebyte.com or www.goldmedalgroup.com.).