Play even if you don’t have eyes!
Find is a word that can make all the difference. In the sense that we are referring to, it is to believe, consider or judge. That is finding, not knowing! For that is how the vast majority of entrepreneurs conduct their business: finding!
Entrepreneurs think that the market is like this or like that: find whether customers prefer this or that, find whether competition follows this or that strategy, find out if companies with whom they do business are happy with the relationship that the product line is the most appropriate and until sell to X or Y classes. They find it all, but most often not sought, which at least justify its findings.
Indeed, without search as the market, symbolized by its customers realize the performance of the company, it is useless to spend time and resources planning and implementing tools and processes, as these are at serious risk of not meeting the expectations and buyers’ requirements.
Once, a friend asked me if I thought I was certain she would accept his invitation for a dating because he had doubts about her interest and I said, “Ask the girl!”. That’s what we’re talking about…finding doesn’t lead to anything!
Expectations and perceptions are key elements in a relationship and must be known and be aligned. The dissatisfaction of customers does not necessarily come down to service or quality of products or services. It can be caused by errors or differences of strategies, processes, or communication.
To measure the degree of perception and customer satisfaction is necessary to use tools that are quantifiable and able to be transformed into numbers and graphs, as this greatly facilitates the analysis and understanding of the problem become measurable.
There is no need to search for all customers but adopt a curve ABC, either by turnover, institutional importance or sales volume, depending on what you want to evaluate.
Another aspect that is essential in this work is to also research how the company sees serving customers, collecting quantifiable information which will then be compared with those raised by the surveyed customers. This means going to know how the market feels fulfilled and how we believe we serve. The result can be rewarding or absolutely shocking for the company.
A survey like this, with correct methodology, also allows drill down analysis by customer type, by region, aspects of the relationship, by customer size and still rank the main problems. On the other hand, going to know the degree of remoteness of the internal areas of the company in relation to the wishes and expectations of the market, where you take basic domestic actions to improve the relationship.
All this means responding to what is called “Johari Window”, used in the study of the relationship between two parts: how I see myself, how they see me and how am indeed. Once, a friend asked me if I thought I was certain she would accept his invitation for a dating because he had doubts about her interest and I said, “Ask the girl!”. That’s what we’re talking about…finding leads to nothing!