ImagesMagUK_July_2021

Stop doingwhat customers hate What are you doing that customers really loathe? To get ahead in this industry you need to find out, says Marshall Atkinson – and fast H ere’s a thought: stop doing what customers hate. For your shop, do you even know what these things might be? People want a better experience. For everything to be easier somehow. For you to do what you say you are going to do. At a default level this means: ■ Customer service – your company is helpful in every way possible. ■ Quality – production needs to be correct and with craftsmanship. ■ On time – this is based on their needs, not yours. Those three ideas are table stakes. These are the basic expectations everyone has when working with you. If you can’t be helpful, produce orders without issues and deliver on time, then you have big challenges ahead of you for growing your business. However, those ideas are at the starter level in this industry. Getting those nailed is expected, but doesn’t really differentiate you from the competition. In order to completely understand your customer, you need to be constantly talking to them. That’s how you find out what they hate, or what might make them angry. Yet, from my conversations with business owners and leaders in the industry, nobody really does this well. They are too busy Do yourself a favour and don’t let the fox in the henhouse www.images-magazine.com 60 images JULY 2021