Doing Small Business Better: Is the customer king?

Doing Small Business Better: Is the customer king?

Summary: In the second video of our small business video series, the panel discusses the concept of being a customer-centric business.

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TOPICS: SMBs
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Welcome to ZDNet's second panel discussion in the Doing Small Business Better video series. This week, our discussion will focus on the concept of being a customer-centric business.

This is a term that is used a lot, but what does it really mean? When it comes to building stronger relationships, it all revolves around managing customer expectations, which sounds simple enough.

Where do businesses go wrong when it comes to customer service? And what are the most important factors to consider to get it right?

The concept of delivering great customer service, and being customer centric, should be a priority for every business, but sometimes it can get a little lost in the day-to-day pressure of doing business. This panel discussion provides some insights on getting it right.

Hosted by Andrew Griffiths, taking part in the panel is Troy Eggins, managing director of Trojan TechGroup; Bob Greenup, managing director of BNI Sydney central and south; Peter "Ziggy" Tsiglopoulos, director and owner of 3P Financial Pty; and Lisa Conway, owner of Zing Business Coaching.

Check back each Wednesday this month for the latest instalment of tips and advice provided by our panel of small business owners and experts.

Topic: SMBs

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  • Is the customer king?

    Great panel! After getting it wrong thousands of times, and reading/adopting a boatload of different philosophies; I agree with a lot of what was said in this panel, but think the answer to "Are they king?", the answer is "no".

    I use client instead of customer, and I train my clients and their teams to do the same. A customer is someone who buys something.

    A client, is someone who is under the protection of someone else.

    That's an important distinction.

    The second thing I have found useful is that clients don't want your product. They want a result. They don't care about your business, and it's not their job to. As soon as you think they're responsible for something in your business, you're losing, because the responsibility is given to someone else.

    Given that a client is under your protection, and the client is after a result, and you are the expert and they are not; it's tough to call them 'The King'. You are responsible for their result, and you aren't going to hand over that responsibility to someone who isn't an expert - when you are supposed to be.

    At the same time, I wholeheartedly agree with Andrew, that respect is paramount. You have to respect the client enough to lose them - if that is the result most favourable to them.

    You can set up profitable referrals to your 'competition' if you don't want to lose completely.

    I look at any losses spent on fixing a mistake made by your client as a marketing expense. You're probably going to spend some money on marketing anyway; 80% of the time with an unmeasurable return.

    Fix the mistake, and you'll be able to measure that expense by the amount that the client comes back; because if you don't - you'll never see them again anyway.

    Great video! Looking forward to more.
    tysonsclarke
  • I like the concept of the client being "under your protection"

    Interesting Tyson - and a nice perspective. I like that concept of the client being under your protection. As always Tyson - you bring an alternative take on a topic - that is always thought provoking.

    Cheers,
    Andrew
    AndrewMarkGriffiths