I got one of those crazy calls the other day. It was a confused, frustrated person trying to do the best they could for his company. They held up the title of “change agent” even though his real title was “AVP of Marketing.”
So he called me, all flustered. “I have followed you on Twitter for a while,” he started. “I’m not in charge of the real customer experience,” he explained. “I am only in charge of the web site and all our marketing.”
Despite the weird organizational structure, this is a common problem. Some lone soldier decides to attack the customer experience. His question that led me to this blog:
“If you could only do ONE thing to improve the customer experience, what would it be?”
This is SUCH an interesting question. So I said, “Listen.”
And he said: “Oh believe me, I’m listening. What do I do?”
And there it was again: “Listen.”
The first thing, no matter what sort of customers you have or what sort of products you sell, is this: LISTEN.
How do you listen to your customers? And what do you do with the information you’ve heard?
