​Listen To Your Customer

Zig Ziglar, author, motivational speaker and former salesman, is quoted as saying: “Statistics suggest that when customers complain, business owners and managers ought to get excited about it. The complaining customer represents a huge opportunity for more business.”

What this means to us is that we need to listen to our customers. If they are actively talking to us, great. Listen to what they have to say.

If they are not actively talking to us, we then need to find ways to talk to them. Most people will talk to us, if we talk to them. SNAP is an excellent tool for getting the conversation going.

Share the basic SNAP information, then move on to mastery — move there quickly. Use closing questions to get customer feedback. Many of your customers want to be heard. They welcome the opportunity. So, put the opportunity out there for them.

If you find some of your customers are reluctant to share helpful insights, then ramp up your SNAPs. Use repeated, meaningful SNAP messages to build and reinforce your relationship with your customer.

And, continue to listen. Continue to ask and actively solicit feedback.

Don’t avoid criticism. Look for it. Don’t avoid unhappy customers. Look for them. As Zig has stated, their messages represent a tremendous opportunity for you.

Use SNAP to look for opportunities.

© 2012, Philip Espinosa. All rights reserved.

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Philip Espinosa

As a strategic human resources leader, Philip Espinosa partners with people to deliver value: People | Partnerships | Value serves as his tag line. He believes that service starts with the customer. His book "Deliver Excellent Customer Service with a SNAP” helps others drive customer engagement using simple and consistent communication strategies. A second book titled "Focus On Your Success - 24 Simple Insights To Drive Daily Achievement" (ebook) helps working professionals view their daily choices through a different perspective. In addition to his writing, Philip works with strategic human capital initiatives and has delivered successful results over a career spanning more than 25 years. 

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