35 Customer Satisfaction for Success in Business and Life
b"Thomas O'Grady\\n\\nNo matter what you want to do to be successful, everything you do to be successful requires you to either satisfy needs and wants of others or create demand in which case you\\u2019re still satisfying others\\u2019 demands or needs and wants.\\n\\nWhat is \\u201cDemand\\u201d? The idea is, you\\u2019re appealing to others. Sometimes these are very subtle and sometimes the most subtle things can have the most positive or negative effect. Sometimes these could be very difficult to do. Some classic examples would be: Through ads, through customer satisfaction and Dating or Marriage.\\n\\nWhat are Needs & Wants? \\u201cNeeds\\u201d = food, clothing or shelter and \\u201cwants\\u201d = something that someone desires.\\n\\nWe will focus on \\u201cDemands\\u201d because it\\u2019s very precise in the economics and attributes of the product, the characteristics of the individual and what brings on the desire or that demand to have that product at that price. Most companies will teach their people to sell on emotion, the \\u201cwant\\u201d. If you want to immune yourself from that try this practice that\\u2019s worked well for most people, if you see something that you like, always walk out and think about it the next day. By walking out, at least 95% of the time you\\u2019ll realize that you really didn\\u2019t want that product. You were being sold on emotion. By the way, almost nobody goes back and returns things that\\u2019s why they\\u2019re always guaranteeing the return policy.\\n\\nLet\\u2019s look at subtle effects of the classic examples mentioned above:\\n\\n\\tAds: The success or lack thereof preventing people from smoking. They focus on health problems \\u2013 that has nothing to do with why young people demand cigarettes. They never think that this will ever happen to them. Interestingly enough Phillip Morris was successful in that they targeted the image, comradery \\u2013 they made it undesirable. \\u201cDemand is an individual process.\\u201d If you have a product out there, you have to think about the group or the person that wants to buy your product. You want to make sure that you focus on their needs & demands not what you think is important. What people care about is what that product can do for them.\\n\\tCustomer Satisfaction: The customer\\u2019s perception of quality. Using Dan McFadden\\u2019s measurement techniques, I extended it and applied it to a new area, how the service writer made you feel blew away a lot of the negative things that may have been done to your vehicle. The way the service writer treated you was actually more important than getting your car fixed. Since they showed compassion to you and made you feel listened to, you may feel that they tried their best and can just about forgive any errors.\\n\\tDating or Marriage: In a small area of the store were men\\u2019s and women\\u2019s magazines. Most men were leafing through the men\\u2019s magazines, I was browsing through the women\\u2019s magazines. Why? I was doing market research! Most women\\u2019s magazines teach women to never meet a guy at the bar. Same goes true for a marriage \\u2013 think about it as customer satisfaction \\u2013 listen, build trustworthiness, honesty and make them feel that there\\u2019s no one more special than they are. That\\u2019s what it\\u2019s all about.\\n\\nWhen you look at this from an economic perspective, it doesn\\u2019t matter whether we\\u2019re talking about dating, marriage, customer service or creating demand for your product they all have the same concepts that all wrap into demand."