From the beginning of time, business has always looked for ways to do things faster, better, cheaper or friendlier (the four horsemen). Just as my grandparents saw the automobile and airplane industry develop and I have seen the computer and communication industry go from zero to incredible, the next generation will experience even more technological innovations. The point is that revolutionary change is not a new phenomenon, but an essential driver of human progress. So why do individuals have such a hard time with change when it really isn’t a new issue? Why do people and organizations fail to make changes they know they should until it is too late?
Certainly, everyone understands that the customer runs the show when it comes to determining the success and failure of a business and a salesperson. Everyone knows that there are thousands of mortgage companies in the marketplace and that customers have viable alternatives to your product or service. We all know that you either meet those expectations or run the risk that the customer will find another vendor.
Then why is it that companies fail to structure their customer’s experience for optimum results? Why is it that management teams let their brand be delivered poorly to the public? Why is it that sub-par service is tolerated?
In Joe Calloway’s Becoming a Category of One, he asks readers to answer 10 questions about their own shopping experiences today. (If you would like all 10 of the questions, email me). The essence of Calloway’s questions: Are you a tougher customer today than you were five years ago? The answer is probably yes. If that is the case for you, why is it a surprise that the customer has changed?
The reality of business today is that maintaining the status quo is a fatal non-decision for any company. Every company is tasked to with the commitment to be faster, better, cheaper and friendlier — to addressing the four horsemen. This is not a one-time effort but must become a constant process in a firm or for a salesperson. Is your sales staff prepared to embrace change and deliver an exemplary customer experience?