Are You Taking Care of Your Customers?

As we work with our clients, many of them believe, rightfully so, that their particular organization is unique, and requires a number of complex processes, procedures, and reporting for their operation to work efficiently.  However, while there is nothing wrong with being unique, too many organizations make their operations much more complicated than they need to be.  As a result, the organization gets bogged down in the process, procedures and reporting, and loses its focus on the most important goal of any organization – Taking Care of the Customer, in the most cost efficient way.

Let me give you an example from my sailing days.

Tacking a sailboat is basically a four step process including turning the boat to the new course, releasing the sheet on one side, pulling in the sheet on the other side, and trimming for speed.  All a straight line process to accomplish one goal.  Yet, I have seen this simple process become very complex when there are too many hands involved, and/or too much talking and direction, resulting in a very inefficient process and a bad tack.

If we apply this straight line concept to an organization, there are really only three major steps for the entire customer fulfillment process, regardless of the organization, service or product lines.  These steps include:

• Receipt of a customer/client order, or request
• Taking action required by that order or request, which could include:
  • Ordering material
  • Processing that material
  • Performing a service
• Delivering that product or service, cost effectively

That’s it.  Now I realize that the list is oversimplified, and that there are a myriad of details and actions required for each step, but the question is – Are all of those details and actions required to fulfill the customer’s request as efficiently and effectively as possible?  Probably not.

As you look at your organization, ask yourself some key questions:

• Do you have processes and reports in place because this is the way it’s always been done, or just in case?
• Is your organization getting bogged down following the processes and procedures, or filling out reports?
• Does your customer see value in all of your processes and reports?  Are they willing to pay for them?
• Can you fulfill their request in a straight line, or have detours grown up over time that are inefficient?

Depending on your answers, you may need to take a hard look at your operation, and update the processes to make them more efficient and effective.

Successful organizations have the following attributes:

• Processes move in a straight line, with as few steps as possible
• Processes, procedures, and reports have perceived value for the customer
• The processes and procedures are cost effective, and efficient
• The client/customer experience is the best it can be

It all comes down to just two objectives:  A great customer experience at the lowest cost.

It’s all about the customer.  How does your organization compare?

If you have any questions, or would like more information, please give us a call at (727) 637-4666, or email me directly at Don@HuttlinAssociates.com.

“Reduce the layers of management. They put distance between the top of an organization and the customers.” –  Donald Rumsfeld

“Quality in a service or product is not what you put into it. It is what the client or customer gets out of it.” – Peter Drucker

“The single most important thing to remember about any enterprise is that there are no results inside its walls. The result of a business is a satisfied customer.” – Peter Drucker

Related articles

• 12 ideas how Peter Drucker would execute a marketing plan this year (barnraisersllc.com)
• Invigorate Sales with 11 Customer Retention, Referral Strategies (wirelessfranchise.wordpress.com)
• How To Catch The Innovation Wave (ceo.com)