What would you call a business owner who ignored his customers for forty years, objected to the requests for different products, refused to adjust pricing to fit the current economic realities and then accused them of being childish for complaining? In Egypt they called him a despot and then voted with their feet to part company. Government depends on its customers, its citizens, to continue to pay for services just as businesses depend on their customers to buy products and services.

What was interesting in this case was that the people were able to communicate so quickly with each other. That was what made them a force to be reckoned with. They were quickly able to establish their demands and approach - all without a designated leader - much as a flock of birds in flight or a school of fish will suddenly change direction. In Egypt, those with the real power listened and made some adjustments in approach. In some of the other Arab countries those in power don't seem to appreciate the power of their citizens and are resisting with force. As a country, we've experienced similar events and we have a deep appreciation for citizens willing to risk all they have for an idea. Customers can be just as powerful.

As business owners we face the same potential customer revolt. Word now travels instantly to thousands of potential readers and then they repeat the message to thousands more. If that message is negative, it is only by listening to, and understanding, the original message that you can react in an appropriate and timely way. Unfortunately, you are addressing the issue after the fact.

Wouldn't it be far better to avoid the issue in the first place? By understanding your customers' needs and wants you can proactively change your approach to win their vote of confidence and earn their trust. When you listen, they get the message.

Yes, it's important to listen to your customers, but what's even more important is to understand what they really want. They might say they want lower prices but they might feel that you are charging too much for the quality of the product or service you are delivering. They might say that you were unresponsive when a problem arose but they might just resent the fact that no one apologized.

Never assume that you know what your customers really want. Ask them. And then ask if your understanding of what they said is correct. With enough questions it is possible to know.

Curing The

Memory Problem

It's unfortunate when a business loses a key person. Far worse is when that key person has the only copy of the company's procedures stored between his ears and it can't be retrieved. The simple solution, of course, is to create a procedures manual. It doesn't have to be pretty or complicated, it's just a list of the things that need to be done in the order they need to be done. Yes, it will take some time to collect that information. But, you only have to do it once. Think of the time and effort it will save in the future. If you need help getting started, call me.