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Episode – 019 Tips for Customer Service Week 2018

Tips on How to Celebrate Customer Service Week 2018

Customer Service Week spans October 1 through 5 this year.

Customer Service week is the designated week to celebrate the folks in your company who work with customers and build strong relationships with them. These are the people your customers associate with your brand when solving problems and answering questions.

There are people in your company not working directly face to face with your customers. Their contribution is behind the scenes to support someone who does, so everyone needs to be encouraged and rewarded for their work and efforts.

Here are suggestions to celebrate the work and value your teams bring to your customers, boost morale and teamwork, and raise companywide awareness of the importance of customer service and how it plays into the overall customer experience.

Monday – Kick the week off with everyone in your company signing a pledge to continue the commitment of delivering excellent customer service. Provide coffee and doughnuts, bagels, fresh fruit, etc. to celebrate and as a “Thank You” for the commitment everyone made.

Customer Service Pledge example –

I pledge to deliver the very best of myself to our customers. I will do this by…

  • Understanding the customer is trusting us to help them succeed and with their money.
  • Being positive, proactive, and professional with customers and coworkers.
  • Listening to our customers with an openness and empathy.
  • Resolving all issues as thoroughly and promptly as possible.
  • Keeping customers informed and updated.
  • Expressing thanks and that we value every single customer.
  • Asking for suggestions and feedback to improve the way we work with customers.

You may consider having a theme for the week. Some suggestions are…

  • Show Customers the Love in the Details
  • It’s Easy and Fun to Work With Us
  • Our Customers Are Successful Because We Care Enough to Do Our Best
  • Everything Counts in the Eyes of the Customer

Talk about how the theme applies to your staff and the overall customer experience. As leaders, be sure to genuinely thank your teams and staff for the work they do to be the best representatives for your company.

Tuesday – Make it Personal

Deliver a handwritten thank you note to everyone in your company with two or three sentences expressing thanks and giving a specific example or characteristic you appreciate about that person.

If your company is large, have every manager or supervisor write and distribute the letters of thanks to their teams.

Have everyone in the company write a note of thanks to a peer or coworker expressing sincere thanks and appreciation for the work they do that helps the customer and their team members.

Wednesday – Have Fun and Relieve Stress

Be creative. Hand out stress balls, stress relieving adult coloring books or pages and colored pencils, fidget spinners, back and neck pressure point massagers, print out yoga poses for the workplace (https://www.verywellfit.com/yoga-stretches-at-your- desk-3567200 ), etc.

Play games. Have teams or departments spend a little time just playing and getting to know each other in fun. No cost examples are…

“Two Truths and a Lie” where everyone shares two true things about themselves and one lie. The rest of the team tries to guess the lie and everyone gets to learn a little more about each other.

“Guess Who Owns This” – Everyone writes down a little-known fact about themselves on a slip of paper. All slips are then folded and place in a hat or bowl. Someone picks a slip, reads the written fact, and the group guesses who wrote each one.

Other ideas include organized team challenges, bowling, movie night, scavenger hunt, dinner, etc.

Thursday – Show the Love

Each group or department would be visited by a member of the leadership team for a sincere “Show the Love” talk thanking them for the way that team or group has worked with customers, helped solve a problem, or gone above and beyond in some way for the company or the customer. Be sure to be specific. Generic “rah rah” speeches are rarely effective or appreciated.

Share stories with each other about the wackiest customer request, their favorite customer that they’ve worked with, the nicest thing a customer ever said to them, or a way they knew they really helped a customer out. This is a great time to use humor and learn from everyone.

Friday – Wrap Up

Everyone loves food. If you haven’t had a food-focused day… this would be a great day to do it. Either cater lunch in or plan a potluck. Everyone loves food. Decorate the lunch room with balloons and streamers to celebrate your staff, teams, and the way they dedicate themselves to working in the best interest of the customers and the company.

Remind them of the pledge they signed on Monday and express your sincere thanks and appreciation for their commitment to delivering the best service possible.

The goal of Customer Service Week is to celebrate, recognize, and reward the efforts your team makes.

Take the suggestions and personalize them within your company. You can make this a fun and successful week for everyone involved by being creative.

Customer Irritation Can Erode Customer Experience

I was recently at a business conference at a highly regarded venue. The presenter was wonderful and provided lots of strategies, techniques, and solutions for those in attendance. Participants walked away with a wealth of knowledge and takeaways ready to implement in their companies.

The food was great. The venue provided a light breakfast, delicious lunches, snacks, and a wide variety of sodas and water.

One thing that was a surprise to everyone was the renovation taking place on a grand scale. However, the venue did a remarkable job with signage to direct parking and where to enter the main building.

Upon the conclusion as everyone was walking out to their cars, I overheard several conversations focusing on two extreme irritations during the conference.

1) Access to the provided WiFi was impossible. While everyone could select the WiFi network and was taken to the login screen… everything froze from that point on. The screens simply didn’t progress past the login screen, regardless of network carrier. And because the conference room was in the lower levels, we all transitioned between no network, 3G, and LTE randomly.

The irritation was that WiFi was presented as an option, accessed to the login screen… and then left everyone hanging. Several attendees mentioned that it would have felt better to them had it not been offered as an option at all.

As a result, one of the people at my table lost all of his notes he took on his computer. Apparently he was in LTE mode when accessing the online program, yet because of the inconsistency of network connection in the room without WiFi, his notes were lost as soon as he turned off his computer.

2) The room temperature was freezing 90% of the time. As in, I’m sure the aging process was slowed dramatically for those in the room during those two days. I know, HVAC is a challenge in most buildings, but it is something that impacts the ability for participants to fully engage in an event. When folks are too hot or cold and the temperature passes their comfort threshold, they become distracted looking for ways to become more comfortable.

The interesting thing was that some of the attendees went to a local restaurant at the conclusion of the first day’s curriculum and the temperature in the restaurant was so cold that a few folks went to their cars to grab sweaters and jackets. Someone even brought out a blanket from their car to use in the restaurant. When this was discussed at our table the next morning, one of my table mates said “If you managed a restaurant, wouldn’t you make absolutely everything would be done to keep people comfortable so they could enjoy their meal? It was crazy cold.” No one mentioned the food, the conversation, only the temperature.

The point… the conference content was wonderful. But when asked about the venue, most everyone mentioned the WiFi and temperature without mentioning the renovation challenge or the beautiful gardens that surround the building itself.

When this company hosts another conference, I wonder if they will consider holding it somewhere else because of the irritations listed above. These examples may not be deal breakers in your mind. The point is that they both caused extreme irritation for everyone in the room. One of the main drivers of customer defection is irritation. When customers experience frustration and irritation with a company, they begin to look elsewhere.

Where do your customer possibly experience irritation and frustration when working with your company? Is it hold times on calls, delays in email responses, set time expectations for resolution not met, not having a main or consistent point person to handle their account so they feel like a first time customer every time they contact you? Do business with your own company. Experience what your customers experience. See what irritates or frustrates you. If you notice it, your customers will too.

Are you willing to risk losing customers to irritation that could be addressed? If you truly are committed to improving your Customer Experience, take an objective look at what your customers see and feel.

Your Customer Experience MUST Include Empathy

Empathy…

We all know what it is and hopefully, many of us display it and receive it on a daily basis. Empathy builds human connections. It fosters an emotional rapport and bond. It makes you feel safe.

Why is it that we seem to think that empathy plays no role in Business? I think that is so very wrong. Business is all about the buying and selling of good and services. Empathy allows us to build a bridge between the buyer and seller to the point that consumers are not simply buying something, they are buying a relationship. Face it. You are simply not the only game in town. Customers can buy your stuff somewhere else. But what they can’t buy somewhere else is the relationship you are willing to provide them as they buy and use your product or service.

Empathy really counts when there are issues. Things go wrong. And yes, many times it is the customer who fouls things up. But by being empathetic and understanding their perspective and frustration, you can forge a stronger relationship by helping them and resolving the situation that will make them forever loyal to you.

Lifeless, automated, and robotic responses kill the Customer Experience.

Empathy drives connection in relationships. Empathy is the art of understanding and acknowledging a customer’s feelings and needs before trying to find a solution that meets them. When we take the time to understand the person and make them feel cared about, they will be more likely to continue to work with your company over time.

Empathy lets you share the feeling of someone’s joy or pain. Sympathy is feeling sorry for someone’s pain or situation.

Empathy does not mean you agree with the person’s perspective or feelings. It means that without fixing it, giving advice or making suggestions, that you demonstrate an understanding of the feelings they are expressing.

As Business Leaders, empathy is important in our company as it allows everyone to feel safe in their mistakes and encourages leaders to look for the real cause driving the poor performance. Being empathetic allows leaders to help struggling staff improve and/or correct the behaviors and actions to help them succeed in their role.

CX is all about relationships and communication. Communication needs to be focused on showing the other person they are valued, cared about, and focused on helping them.

The tone you use is crucial in conveying sincere empathy.

Leave your ego and perspective at the door and truly make the effort to see things from the other person’s viewpoint.

Actively listen. Validate their perspective. Check your attitude for the desired outcome.

Listen to the podcast on Empathy in Business by clicking here.

Phrases that Convey Empathy

I can understand why you are frustrated…

I understand the situation and I’m so sorry you feel this way. This isn’t how we want any of our customers to feel.

I can imagine how upsetting it is to…

I’m so sorry to hear that…

I’m sad you had to contact us about this…

I’m glad you called so we have the chance to help you with this…

Empathy IS teachable. Everyone is born with Empathy and make the effort to develop it further.

Relate to a similar situation or experience that generates the same emotions or feelings – a missed plane, last-minute cancellation of plans, lost keys or wallet, etc.

It all relates back to Theodore Roosevelt’s famous quote – “Nobody cares how much you know until they know how much you care.

Episode 011 – Using Empathy to Build HUMAN CX Relationships

Shownotes…

Unless we understand empathy, it’s expression will always seem as “a mask” and not genuine.

Lifeless, automated, and robotic responses kill the Customer Experience.

Empathy drives connection in relationships. Empathy is the art of understanding and acknowledging a customer’s feelings and needs before trying to find a solution that meets them. When we take the time to understand the person and make them feel cared about, they will be more likely to continue to work with your company over time.

Empathy lets you share the feeling of someone’s joy or pain. Sympathy is feeling sorry for someone’s pain or situation.

Empathy does not mean you agree with the person’s perspective or feelings. It means that without fixing it, giving advice or making suggestions, that you demonstrate an understanding of the feelings they are expressing.

As Business Leaders, empathy is important in our company as it allows everyone to feel safe in their mistakes and encourages leaders to look for the real cause driving the poor performance. Being empathetic allows leaders to help struggling staff improve and/or correct the behaviors and actions to help them succeed in their role.

CX is all about relationships and communication. Communication needs to be focused on showing the other person they are valued, cared about, and focused on helping them.

The tone you use is crucial in conveying sincere empathy.

Leave your ego and perspective at the door and truly make the effort to see things from the other person’s viewpoint.

Actively listen. Validate their perspective. Check your attitude for the desired outcome.

Phrases that Convey Empathy

I can understand why you are frustrated…

I understand the situation and I’m so sorry you feel this way. This isn’t how we want any of our customers to feel.

I can imagine how upsetting it is to…

I’m so sorry to hear that…

I’m sad you had to contact us about this…

I’m glad you called so we have the chance to help you with this…

Empathy IS teachable. Everyone is born with Empathy and make the effort to develop it further.

Relate to a similar situation or experience that generates the same emotions or feelings – a missed plane, last-minute cancellation of plans, lost keys or wallet, etc.

It all relates back to Theodore Roosevelt’s famous quote – “Nobody cares how much you know until they know how much you care.

Episode 010 – The Last Impression of CX Counts More Than You Realize

Episode 010 – The Last Impression of CX Counts More Than You Realize – Shownotes…

 

You never get a second chance to make a first impression

The last impression needs as much focus as every other point in the customer journey.

The last impression of their last interaction stays with them until the next time they contact you or someone from your company works with them. You want it to be a good impression for them to continue doing business with you.

Take charge and take the time to define how you want your customers to think of you. Your customers will form their own impression, but you can increase the odds of having it match the impression you desire if you are deliberate and committed to the CX process.

Select a Three Word Lasting Impression

The end goal is to define your desired lasting impression in three words or phrases. 

If I were to call the last customer you worked with, pick three words you hope they would use at least one to describe they feel your company worked with them.

Knowledgeable, friendly, professional, fast, genuine, amazing, caring, sincere, helpful, resourceful, proactive, etc. are great examples to start with as you add your own to consider.

Build these into your DNA… does your culture support these descriptives?

Do you empower your staff to display these traits and qualities?

There’s not much that tops the feeling of relief that you are taking care of your customers… both from your perspective and theirs.

ex… they call with what they think is a big hairy scary problem… you want the ending of that conversation or issue resolution to be one of relief. That encourages them to trust you more, engage with you more., to continue to buy from and refer to you…

It’s a wonderful thing…

Your action step – – At your next leadership meeting, open with the question… what impression do we want to leave our customers every time they call or work with us?

Then guide them to narrow it down to three words. be sure your CX efforts enable and support these. If not, make adjustments in one or both and course correct.

An Effective Customer Journey Map is a Crucial Part of Managing the Customer Experience

Customer Journey Mapping

This concept is nothing new… yet so many company leaders have not done it… or – at least- have not done it effectively. Leaders tend to get overwhelmed with the process, and no wonder. Many folks, myself included, used to map out every single touchpoint the customer encounters and then map out all of the operational logistics necessary behind the scenes and while these looked impressive, they would impress you straight into a world of overwhelm and analysis paralysis… and these wonderful maps and hours of efforts would get shelved never to be seen or heard from again.

Let me simplify things for you…..

  • What Journey Mapping ISN’T…
    • Not a process map
    • Not or training manual
    • Not what you hope customers experience
    • Not the time to map out every single touchpoint and the stuff behind the scenes to make the magic happen for the customer
    • Not silo driven
    • Not company focused on driving profits or sales
  • What Journey Mapping IS…
    • A story of what the CUSTOMER experiences
    • A map what happens to them or what they have to do shown in a timeline
    • Outside in approach
    • A chance to see what could be frustrating to the customer
    • A chance to identify Pivotal Moments that feed into the feeling of the overall experience
    • A chance to see what currently IS and see if you can add value to the customer
    • Serves as a Talking Point Map for customer conversations and focus groups.
    • This gets into the emotions you evoke along the way

HOW to craft an effective Journey Map…

Select a neutral facilitator from either within the company or hire an outside resource. The facilitator must remain neutral from the company perspective and be focused on the experiences of current customers.

Select which Journey to map. I suggest starting with the most frequently occurring experience among your customers – OR – the one receiving the most negative feedback.

Be clear on the outcome of mapping. Understand that this will serve as a timeline of the experience your current customers are having when they work with your company. What happens to them, what do they see, who do they see, what information is given, what do they need to do, etc from start to finish? Imagine describing to someone what they need to do in order to get from Point A to Z without bringing in any of the behind the scenes information relevant to company processes.

I typically guide clients through a hybrid of stages, the main theme of touchpoints in stages, then, when necessary, deep dive into specific points to flesh out the details.

Think of a personal relationship timeline – You see someone you are interested in dating, you have the dating phase, then there is the serious dating phase, then the engagement and wedding, the honeymoon phase, real life phase, then deciding after a certain period of time if you will continue to stay in the marriage or go your separate ways if it is not fulfilling to either party.

Use this to symbolize the stages of your customer journey – prospecting, the purchase, onboarding, utilization and service upkeep, return or not.

Within each stage, list a bird’s eye view of the things that the customer needs during that stage and what they experience. Don’t go too deep at this point. Right now it is really a solid skeleton that gives a good outline or black and white picture of what customers experience when working with you.

From here, gather feedback or look at the feedback that has been given by customers. Where in the journey do you need to pay attention? Where in the journey are things happening the way they should? Where in the journey are there problems varying between regions, customers, sales reps, etc?

Now is when you take a deeper dive into the specific touchpoints to map them out. Understand what the customer expects and is looking for, then go back and decide from a leadership and operational perspective what needs to change to deliver that consistently over time.

Once you feel confident with the first map, then begin to map other customer journeys, employee journeys, and vendor journeys.

Over time this map provides a guide on how to build service into your processes and allows you to build in accountability along the way to ensure consistency.

To listen to the podcast covering Customer Journey, click here.

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Episode 008 – Creating an Effective Customer Journey Map

Episode 008 – Creating an Effective Customer Journey Map Shownotes

  • What Journey Mapping ISN’T
    • Not a process map
    • Not or training manual
    • Not what you hope customers experience
    • Not the time to map out every single touchpoint and the stuff behind the scenes to make the magic happen for the customer
    • Not silo driven
    • Not company focused on driving profits or sales
  • What Journey mapping IS
    • A story of what the CUSTOMER experiences
    • A map what happens to them or what they have to do shown in a timeline
    • Outside in approach
    • A chance to see what could be frustrating to the customer
    • A chance to identify Pivotal Moments that feed into the feeling of the overall experience
    • A chance to see what currently IS and see if you can add value to the customer
    • Serves as a Talking Point Map for customer conversations and focus groups.
    • This gets into the emotions you evoke along the way
  • HOW to Journey Map

Select neutral facilitator – The Facilitator must remain neutral… but with a slant toward the customer. This is not the time to point out the obstacles or reasons why things are issues from the company perspective.

Select which Journey to map – I recommend the one that is most frequently experienced by your customers OR the one you know needs urgent attention now.

I describe a hybrid between stages, the main theme of touchpoints in stages, then, when necessary, deep dive into specific points and flesh out what needs to happen behind the scenes to make it happen in the best interest of the customer.

Episode 007 – CX Depends on Hiring Right

Hiring Right – Episode Number 007 Shownotes…

So much of this work is dependent on hiring the right people to execute the desired customer experience. If you have people that aren’t concerned about customer service and making the customer happy enough with their experience doing business with you, then you have a little additional work to do.

As you have found, since you are in the C-Suite or on the leadership team of your company, you know how important it is to have the right people in the key roles of your business. It doesn’t matter if you are a large company or very small business, if you have the wrong people in place to run your business, things will malfunction.

If you can’t rally the troops, you have the wrong troops. You can’t be making decisions that you don’t feel confident your teams will be executed well.

You need to hire the right people. Front facing, behind the scenes, everyone.

If they don’t work face to face with a customer, they are working to support someone who does.All of these dots need to be connected.

You have got to be decisive and strategic about who and how you hire. This is key.

How well do they feel welcomed into your company? Do they feel like you’ve planned to have them there? Do they feel like folks are ready to welcome them in, show the basics of the layout, introduce them to other staff? Do they feel valued as a person and for the work they have been hired to do? Do they feel engaged? Are they listened to? Do they feel they serve a purpose in a bigger picture of company success?

When you have the right people in place, knowing what their responsibilities are in the customer experience and how they individually impact the outcome, are dedicated to doing their best, they put in the time and effort, the benefits are seen by the customer the company earns their loyalty.

On a side note… if you are looking for a good book on leadership and teamwork, there is a book called Boys in the Boat and it’s about the 1936 American Olympic crew team. It’s seriously a fabulous true story about a few of the boys on the team and their struggles individually and as a team on how they actually made it to and won the 1936 Olympics in Germany. I was literally holding my breath in the last part of the book. But there are many lessons on leadership and the importance of timing of skills and knowledge that are relevant in business today.

It’s also important to remember that when we consider employee churn we need to remember that it is becoming more widely recognized that employees don’t leave their jobs, they typically leave their managers. Think about it… their next job is likely to be very similar to the job they had with you. So why did they leave? Studies suggest that it’s because they weren’t getting what they needed from their managers and leaders. So, they move on.

Hiring the right people and providing everything they need to succeed in training and value when you do this, you are completely on the right track to delivering a customer experience the right market will want to repeat over and over again with you.

For now, understand that when you focus on getting the right people in place, it will start to systematize the consistency of your customer experience. Knowing that you can count on the people you have in place to help navigate through the initial set up stages of the customer experience work will make it much more likely to succeed. I want you to feel that when you have a solid plan from which to work, you’ll have the right people in place that if it has any chance of succeeding, it was worth it. If the plan doesn’t work, you’ll have the solid confidence of knowing it was the plan, not the people, that wasn’t right.

Action steps –

Identify the characteristics and type of people that make good employees.

Look at your current employees that you would be truly heartbroken if they were to leave. Ask yourselves, what is it about them and the way they add value to your business, their positions, and the customer experience that makes them stand out?

During the hiring and interview process, you also need to be sure you hire to fit your culture and those that also hold true to your core values, understand them and embrace them.

In Customer Experience – It’s the Customer’s Perspective that Counts, Not Yours

Customer Perspective is really the only thing that matters in Customer Experience (CX) work. I know this seems a bit extreme… please bear with me.

I know that you are doing what you think is best for your business and your customer. I know that most of you are looking to create solid experiences for your customers that will bring them back to you time and time again.

But what if your customers don’t think the same way you do? What if you think the billing process you currently have is fine, but it’s driving your customers nuts? What if they think your invoicing or billing practices are inconvenient or confusing?

What if you’ve invested in a state of the art contact call center, but your customers can’t stand it?

That’s the rub. Many companies feel what they have in place is just fine. And, in all likelihood, it probably does the job. But just consider this… your customers aren’t comparing you to your competitors. They are comparing you to wherever it is that they do business where they feel important, valued, and listened to. They unconsciously compare you to any company that makes things easier on them than you do… Amazon perhaps? So if they make a suggestion to you, or even complain, about your billing practices and you don’t at least seriously consider it, you have a problem on your hands.

Because who drives your business? Yes, you are leadership… but your customers are giving you their money that helps you stay in business. If they leave, you won’t have a business to run. You should consider putting the customer perspective in the driver’s seat, at the head of the table, in the position to help guide your business and operating decisions.

Now I’m not suggesting that you will go out of business simply because your invoicing is confusing, but if you aren’t taking suggestions or feedback in one area of your business seriously, I would venture to guess you likely aren’t taking it seriously in other areas as well. Just be aware that it is a psychological pattern that how you do “something” is highly indicative of how you do “everything”… both in our personal and professional lives.

Customer-driven companies… it’s an OUTside IN approach… meaning you find out what is important to your customers, find out what they prefer, and make things happen as much as possible as you can according to their preferences. If you do this well, I promise you, they will stay loyal to you.

You are basically telling them… “Hey, we value you. Thanks for your business. Let us know what you like and we’ll try to do it.” You’d be hard-pressed to find a customer that wouldn’t feel important to your business with that approach.

Because every single human alive has their own opinion and perspective. And everyone’s perspective and belief is their reality. Our perspective is what drives our beliefs, decisions, and actions.

So in business, the customer’s perspective is their reality. If they believe that your billing practices are confusing, then pay attention to that. Because if you want to keep them as your customer, you need to address it.

When the customer perspective serves as a guiding light to your operations… it’s a beautiful thing.

To listen to the podcast covering this topic… click here.

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Episode 005 – CX From the Customer Perspective

Shownotes

  • Customer Perspective is really the only thing that matters in any Customer Experience work.
  • I know that you are doing what you think is best for your business and your customer. I know that most of you, simply because you are listening to this podcast, are looking to create solid experiences for your customers that will bring them back to you time and time again.
  • But what if your customers don’t think the same way you do? What if you think the billing process you currently have is fine, but it’s driving your customers nuts? What if they think your invoicing or billing practices are inconvenient or confusing?
  • That’s the rub. Many companies feel what they have in place is just fine. And, in all likelihood, it probably does the job. But just consider this… your customers aren’t comparing you to your competitors. They are comparing you to wherever it is that they do business where they feel important, valued, and listened to. So if they make a suggestion to you, or even complain, about your billing practices and you don’t at least seriously consider it, you have a problem on your hands.
  • Because who drives your business? Yes, you are leadership… but your customers are giving you their money that helps you stay in business. If they leave, you won’t have a business to run.
  • Now I’m not suggesting that you will go out of business simply because your invoicing is confusing, but if you aren’t taking suggestions or feedback in one area of your business seriously, you likely aren’t taking it seriously in other areas as well.
  • Remember back in episode 1 we covered what CX is… I spent some time talking about how it is customer driven… it’s an OUTside IN approach… meaning you find out what is important to your customers, you find out what they prefer, and you make things happen as much as possible as you can according to their preferences, I promise you, they will stay loyal to you.
  • You are basically telling them… hey, we value you… thanks for your business… Let us know what you like and we’ll try to do it.
  • Because every single human alive has their own opinion and perspective. And everyone’s perspective and belief is their reality. Remember I warned you there’d be a lot of psychology lessons along the way here. Our perspective is what drives our beliefs, decisions, and actions.
  • So in business, the customer’s perspective is their reality. If they believe that your billing practices are confusing, then pay attention to that. Because if you want to keep them as your customer, you need to address it.
  • Now, there is a possibility you don’t need to change a single thing. Maybe what you have is a very clear and logical billing system, but it’s confusing to your customers because they don’t understand it.
  • That’s why you need to ask your customers for their perspective along the way.
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