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The Customer p3

Customers are differentiated by who they are, what they want and by the choices they exercise. Only by understanding their differences can we deliver service that will provide satisfaction.

They are three important questions that need answering, when considering the differing needs to each customer type.

1. Who is the customer?
If we were to segment and profile each customer type, what would we say?

2. What do they want from their contact with us?
We know that all our customers want solutions, but what else do they want? How do they want that solution to be delivered? How do they want to feel when they put down the telephone?

3. What will make them say – “that was great service”!
This is the difference between doing a job and doing a “great” job. What will delight your customers and motivate them to talk positively about your service?







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