Listen to what the customer doesn’t say

29 oktober 2018

An announcement like this excites me and then I want to know more. The fact that the authors of the book "the 9 + organization" were going to explain the above statement, gave me even more reasons to visit this seminar.

But what do I do with my ears?
My grandma always told me in the past, that I had to listen more than talk. A wise lesson from a wise woman. But what do I do this situation with my ears? They don’t seem to be of any use if the customer doesn’t tell you anything.

Seems difficult, right?
It is not that difficult. You only have to want to do things differently. If you really want to excel in customer enthusiasm and loyalty, then you really have to "step into the shoes of your customer". And take a very good look at what they experience, and also feel about the whole relationship with you; the personal ' customer journey '. Don’t be surprised that what a customer experiences and feels, often is not the same as what the customer says.

Only If you can get at the really important issues for the customer out of this customer journey, and also offer a solution, will you make the big difference. No, it is all about the ' Moments-of-truth ' that your customer has. This does not always happen with the contact moments. So if you can touch the customer at that moment then you provide a real experience which one does not soon forget.

Taxi driver
A good example is an anecdote about a taxi driver from Eindhoven, who had been proclaimed the best taxi driver of the year several times.So what is his secret? He takes care of the transport of people from the South to Schiphol Airport, sometimes very early or very late. Nothing special right? In his profession, leaving on time, safety, a clean car and correct behaviour are things that the customer expects. So you can't really make the big difference here.

He noticed that customers, certainly the older ones, were rather worried whether the taxi would come in time the next day, and if they would be in time for the flight. So this had actually nothing to do with the actual transport from A to B, but more with their feeling. And what could he do to put the customers more at ease? 

The solution was as simple as it was brilliant. He called the customer the evening before to go through the details, and also to let them know that he would be at the door at the appointed time. "Or do you prefer me to come a little earlier? Then you will also have some time for a cup of coffee on your way ". This is “listening to what the customer doesn’t say".

I wonder if you also have a similar great example of "surprising the customers", and even using it in your business.

Dave Wurms