Companies in the United States lose
nearly half of their customers every five years according to Paul R. Timm, professor
in the Department of Organizational Leadership at Brigham Young University's Marriott
School of Management, Provo, Utah. Even though it is five times more costly to
gain a new customer than it is to maintain a current one. Are you doing anything
that turns your customers away? Are you doing anything to ensure that you keep
your current customers?
William
Keenan, Jr. in his article in Industry Week presents the top three customer "turnoffs,"
as unveiled by Professor Timm's research. These three accounted for 97% of all
the survey responses.
1. Value turnoffs mean
that your customer does not feel he/she is getting what he/she paid for. This
is not as big an issue when costs are low, but with high-cost items, customers
expect quality.
In finishing, all customers expect quality. However, when plating to military
or automotive specifications, you may have to do more to ensure a quality finish.
2. Systems turnoffs have
to do with how you do business. Is there a lot of paperwork? Are most of your
employees knowledgeable enough to answer customers' questions? What is your turnaround
time? Do you meet the turnaround time you say you will meet? Are you meeting the
expectations you set up for your customers?
3. People turnoffs are
probably the most obvious. Do your employees care about the finishing they are
doing? Are they courteous and professional when they do meet customers?
Since most of you are selling
a service and not a product, your brand is a promise that you will meet customer
demands. Your commitment to the customer concerning quality, price and turnaround
time has the most impact. Managing the "brand" consistently and energetically
is how to keep your customers.
