Do your best customers proudly wear tattoos of your brand?
The cult-like following enjoyed by Harley-Davidson is an extreme example (though Mack Trucks will have their own tattoo artists at Mid-America next week), but in an increasingly competitive marketplace sustained success depends on customer loyalty.
And the critical first step, often neglected when managers are focused on internal tasks, is to see your business through “the lens” of customer, explains consultant Dennis Snow.
Snow was featured at the recent NTEA Work Truck Show, and his seminar, “Creating a World Class Service Organization,” packed a large conference hall.
“People have a lot of choices,” Snow says. “The product has to be great – let’s assume that. But that great experience is the differentiator.”
Indeed, customers have come to expect products or services to deliver as advertised.
And so, he emphasizes, your entire organization must shift from “a task mentality” to “an experience mentality.”
