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"The Customer of the Future -
Will Tomorrow's Customers Be Yours?"

By Christine Corelli
The "Sales-Service Excellence" Expert

This article has appeared in numerous publications.

Who am I? I'll describe myself. . .

I'm better educated, more individualistic, and more discriminating than my predecessors. I expect a lot more than any of them ever have too. For example, if I call you on the phone to make any type of inquiry whatsoever, I expect you to be able to give me an answer in three seconds. You can thank our fast-paced society for that. I expect you to be easily available for me at any time, and I want speed and efficiency. You can thank our fast-paced world for that too.

I expect you and anyone else who represents your company to be friendly, competent, knowledgeable, and to stand on your heads for me when necessary. I expect you to anticipate my needs too-even before even I become aware of any I may desire.

I expect you to not only know what I want, but I expect you to know what I'm willing to pay for it. And, if you cannot deliver what I want, when I want it, how I want it, and at the price I'm willing to pay for it, our networked society will tell me where else I can go to get it. You can thank modern technology for that.

Access to me is more difficult than ever. This is not only because of modern technology, in particular, voice-mail, but it's because I'm bombarded with experienced salespeople and telemarketers "pitching" a broad range of poorly targeted products and services at me every day. It's also because I'm more cynical and skeptical than ever because of the tough economy and fierce competition, Thus, I've become resistant to almost ANY sales call.

If I come looking for you, I'd better be able to find you, learn about you, and communicate with you via a sophisticated web site. I don't care if you're a doctor's office, construction company, towing business, financial institution, door-dealer, or Fortune 500 company. You'd better be there, or I'll go straight to your competitor who IS there.

I'm very demanding. I demand courtesy and respect. If I'm wrong or mistaken about something, my origin is other than this great USA, I expect you to be able to communicate with me and understand my culture .

I never want to have to worry about production or on-time delivery. I have enough worries already. If I become yours, I can be dangerous to you, for if you don't exceed my expectations or my buying experience, and interaction with you and everyone in your company isn't first class, I can become your strongest critic-maybe even your assassin. If you do as I expect, I can be your ambassador.

Am I too hard on you? No! I'm doing you a favor by being blunt with you. So who am I? I am "The Customer" Take a to take a good hard look at me as I am today, and figure out the answer to this pressing question - "Will Tomorrow's Customers Be Yours?"

Sound familiar? It's all too true. Today's customer is definitely more demanding than ever. And any wise business person who wants to ensure the future success of their company and have some type of job security can figure that they must take a good hard look at today's customers in order to be able to anticipate what it will take to be able to win the business of the customer of the future.

First, let's examine today's business customers. They are working in a world where an unstable economy has emerged-an economy characterized by rapid change and an unprecedented level of competitiveness. Takeovers, mergers, downsizing, and reorganization are the norm. Sophisticated technology has created an "Era of Speed" where they are expected to work, learn, receive information, and finish projects faster - all to be able to service their own demanding customers.

Today's business to business customers have few or none when it comes to support staff and are feeling the pressure to perform. The common cry is "I have too much to do, and too little time. Like you, many are suffering from "job-burnout." So when you call on them remember this: they want every aspect of their experience with you and your company to be efficient and hassle free. They are looking for a "Quality Experience" when buying from you. Every interaction with them must be a pleasant experience. And, let's not forget to mention that price, quality, cost-effectiveness, and ROI are always in the front of their minds.

When interacting with customers, here are several areas to consider if you want their business in this New 21st Century. . .

- Market your products and Build relationships through technology...

There is absolutely no doubt, that the customer is the lifeblood of your business. The Internet is your lifeline. In addition to face-to-face, and phone interaction, you need to learn how to develop a relationship using E-mail. How much further into the future is your competition living?"

- Outdistance your current and future competitors with innovation

Differentiating your marketing, service, and selling style from the competition is crucial. Creativity in the way you do business will be the key to success in the future. If what you sell or offer is not much different then what your competition sells or offers, how will you stand out in the well-informed mind of the 21st Century customer if you don't advertise, market and service differently than others? Take a good look at Starbucks if you question this, even if you don't sell coffee.

Look hard at what makes you different from your competitors and capitalize on those differences. You don't really see anything that makes you special? Then neither will your customers. Can you be innovative with your pricing structure? Can you offer additional services your competitor are not offering? If you are not, do it before your competition will.

-Take calculated risks to introduce new ideas and services to the marketplace that customers are demanding

Focusing on the voice of the customer will breed success. Are you listening any time a customer says, "Why don't you..." or "What can't you...?" He or she is sending you a message that you must make changes to meet customer demands. And for every customer that gives you a "Why don't you..." there are probably dozens more thinking the same thing who never express it to you. Listening to the wants and needs of your customers will give you creative ideas on what to provide. Don't wait for them to come to you.

Do "customer-satisfaction" surveys if you must, but get out and talk to people. A warm, friendly, and sincere "What more can we do to make your stay even more pleasant?" will probably get you honest feedback, plus it will show the customer that you are concerned about them as an individual.

- Provide a Quality Experience

Our customers today, and those we serve tomorrow, want and expect a quality experience. And that involves every aspect of the business process- from your switchboard staff to your billing department. That is why, in this new century, "The race for quality has no finish-line."

If you think you can compete solely on the basis of price, you are mistaken because there are many competitors who have found a way to compete on the basis of both price and service.

-Instill a "Quality" culture in their company

It's not enough to say that you provide people a quality experience without the involvement of those who work for you. A quality experience involves a "buy-in" from yourself and your staff to the philosophy of quality and being committed to service-excellence. What good are the best products or workmanship if your company is not First Class? What good is a sophisticated telephone system if the operator is slow to answer?

- Develop customer relationships and establish a reputation for outstanding customer service.

Once your people have bought into the quality culture, they must work to treat each customer as if he or she is the only customer you have. Think about that. If you business depended on a solitary customer, wouldn't you do whatever you had to do to make sure he or she comes back? Sure, we all have much more than one customer , but when we lose business to a competitor, we lose it one customer at a time. This is crucial in every business.

Your staff must exhibit behaviors and actions that help build customer loyalty. A strong focus for developing and sustaining customer relationships is, and will always be the key to success, lest we forget that businesses don't do business, people do!

The customer of the future will decide who wins and who loses. Make sure you've positioned yourself to be one of the winners, but remember,

There's been a lot of talk these days about the new economy? What new economy? How about the tough economy? It seems that every competitor in every industry claims it wants to be the one to lead the way. Each wants to position itself for the future and win the race.

© 2002 Christine Corelli & Associates, Inc.