Recently, I was called upon for a consulting opportunity in one small business. Their major problem was to acquire new customers. Due to recession, they were getting less businesses from their existing customers. And that's why they were very entusiastic in acquiring new customers to survive. This business problem kept me thinking about today's businesses. For first few days, I didn't have any answer. I was asking myself, how can you make a good customer base? how can you create demand? how can you establish a recession proof business? And I looked at my iPhone and realized that there are few companies (Apple), which are creating huge demands for their products even in this economic crisis.
Those days are gone when we used to manufacture a product and hope that someone will buy it. If businesses wants to be successful in the 21st Century then they need to have customer centric business approach. The key to your business future is - how can you create an extraordinary customer experience for people? What can you do to delight your customers, so that they will decided to do business with you again? Well, I am not a business creation expert by any means, but here are three simple ways to create a business like Apple.
Make your employees love your company: Great companies are always built by great employees. The key to an extraordinary customer experience is to make sure that the people in your company, who don’t want to be there go somewhere else. You only want employees who wants to work in your company, instead of people who just wants to cash their paycheck on every week. If you can create an employee base like this then they will focus on doing something that they like, and you can focus on your customers. Wouldn't you want your customers to hear that - your company is a great place to work?
Quality is more than you think: The bookish definition of quality is - your product or service conforms the customer’s standards and requirements. But I would define quality as customer experience and more. We should always deliver a product/service which not only meets customer's standards but exceed them. I am not saying that you should over build your product, but make sure to act as a user of that product when its ready. Ask yourself a question - will you buy your product if you were a customer? If you ask me, Apple had done a really good job of maintaining its quality. And that might be the major reason for creating a loyal customer base.
Make everything work for your customer: I really love to visit Apple retail store. And I am always amazed by seeing the crowd in the store. The key is in their service. They have revolutionized the retail computer industry by providing on-site training classes, amazing customer service, and friendly environment. Their sales people will always help you in integrating your new Apple product with your other products, so they actually work together as one package. What a concept! Customers today are more impatient than ever. Thus, any business that offers to serve its customers faster immediately becomes the preferred supplier, even at a higher price. So, make everything work for your customers, and you can also create a business like Apple.
I hope my article was helpful, and I am eager to hear your feedback. Thanks. – Bhavin Gandhi