What Won’t Be A Surprise --- in 2018 ….. and ….. Going Forward

Published Articles
Published in

American Printer

on Thursday, Dec. 28, 2017

By Sid Chadwick, Chadwick Consulting

“You can observe a lot….. just by watching”…………Yogi Berra

Introduction:

There’s a dramatic, almost hidden “sea-change” occurring in the marketplace….that too many --- maybe even most --- organizations --- don’t see…..coming……….

We’ve just returned a major Customer Survey Analysis & Report --- to one of our favorite clients, who invited us to visit --- nine years ago….and then invited us to stay…to….. “stick-around”…..

Their Customer Survey’s results --- which they just received --- brought them confirmation of what their president….from his quiet but relentless efforts --- believed they were on their way to achieving.

A few of their Customer Survey results --- practically screaming --- for immediate follow-up:

1. Customer Survey response rate --- that exceeded --- 37%....!

2. Well over 50% of their responding customers offered --- to provide….a Referral….!

3. Well over 50% of their responding customers want to buy --- additional products and services….!

4. They had gained over 27 new customers….this year…with…“No Outside Sales Reps”

5. And in case you are wondering……their profitability….exceeds….far exceeds……10%....! 

This organization is now --- “in the hunt” --- for an upgraded MIS System, and at least --- --- another Web Press.

A well-respected consultant recently asked me, “Sid --- what do you think will be the greatest changes in our industry over the next decade?”

My response was, “I do not know what would be considered the greatest change….. But I do have an opinion about what change will be profound…. that most organizations ………….seem to ignore…….seem to not take seriously…..”:

“Customers will ultimately determine what our industry looks like…..and…Customers want Great Customer Service --- including intelligent assistance…. from their primary supplier --- to make it easy, reliable…. to buy ….Customers do not want “Good Customer Service”….they want, consistently....constantly improving……“Great Customer Service…!”

Sid Customer Survey 2Summary:

….and the supplier who thinks they already provide Great Customer Service for their customers --- is in serious trouble --- they just don’t know it….yet…………!

I see organizations focused on improving who they are….or…..saying to themselves….. “We’re already very good compared to our competitors”……and…………Customers can quickly discern which of those two categories their supplier falls into….which one they prefer to use….and which one they will no longer tolerate (because less than "outstanding" --- is  too expensive…. no matter how cheap the price).

Did our client president see, from early-on Customer Survey feedback, additional opportunities for improving his organization’s Customer Service, when the Reviews customers were giving his company were --- “Outstanding”…?

Sid Good enough

Yes, he did…….even before his Customer Survey’s Final Analysis and Report were received….!

For him, I believe “Good enough” has never been “Good enough” --- when he knows he’s talking about his organization, his organization’s culture….his organization’s market reputation --- that he’s responsible for handing off --- to his family’s next generation ownership.

What’s the market value of his organization?...............Significant….and rising….!

“To be surprised, to wonder….., is to begin to understand”……Jose Ortega y Gasset