The short answer is customer feelings. The day has come and gone, where product and services stand on their own merits. In today’s economy, businesses must be keenly aware of how they are making their customers feel. If you’re not managing this mindset, it’s time to giddy up, and address the 800 pound elephant in the room.

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Time is money. Time is short. Time is a precious commodity to a business. What are you doing to reduce the time and toil customers have to spend doing business with you? Maybe it’s time to look for ways to save your customers more of their precious time?

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Mature companies often find themselves saddled with internal squabbling about issues that are actually quite insignificant. If this is happening to your company, you are inadvertently taking your eye off the customer ball. Maybe it’s time to revisit your roots, and fall back in love with focusing on some of the major issues that can create good customer experiences.

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Black holes are unanswered communication. As time ticks by, the inquiring party becomes increasingly agitated because their inquiry has gone unacknowledged, and unanswered. Many deals have been lost, and many customers have defected because they were sent to a cyberspace blackhole by a vendor. It is time to Wakey-Wakey! Just answer your dang communication! Do a 180 degree turnaround today!

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Margin erosion is a sneaky business killer that can unnecessarily send a company to the boneyard. Becoming a doctor of details is essential to protecting the precious pennies of profitability. If you are not willing to get into your company weeds, than brace yourself for a painful impact sooner than later? What say you? Are you putting your operational weeding gloves on to make sure you are retaining the profitability listed on your costing sheet?

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After 35 years of tracking bad customer experiences, the lack of these two actions are the bedrock of buyer dissatisfaction. Period. End of Story. You want a more profitable bottom line? Do you want to stay in business for the long haul? Do you want customers to come back for more? Deliver on these two actions and most of your problems will be solved.

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The best return happens when companies aim their improvements at customers. Buyers have a keen awareness of which companies prioritize customer satisfaction over company profitability. The best companies know that happy customers will lead to healthy bottom lines. Where are your improvements aimed at?

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The common thread of championship athletic teams is humility. At a certain point, once the collective team becomes humble, the real improvement and growth starts. Without that humility, the teams will never achieve the ultimate goal of a championship. It’s no different in business. If we want to succeed, and grow as businesses, the collective personnel must become humble enough to pursue improvement. Are you humble enough?

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