As customers we all have 'preferences',
but more often than not these remain hidden because we simply
haven't been asked to think about how we would prefer to do
Some common and more obvious preferences include:
- How often we want to be contacted.
- Who we want to contact us.
- How we want to be contacted.
- What method of payment we prefer.
- How often we'd like to pay.
- Timing for billing and payment.
- Operational information supplied and
Other less obvious preferences can also
help achieve increased customer satisfaction, provide a differentiated
service or build exit obstacles for clients. A few examples
that we have encountered can be found below:
- A utility company was able to read meters
at intervals to suit key customers, saving costs and building
trust with those customers who were previously irritated
by their actions
- A print company greatly improved cash
flow by asking customers when they preferred to pay and
adjusted prices accordingly
- A Composite Design & Manufacturing
company gained access to new contracts by providing drawings
in imperial units as well as of metric, which was achieved
at the press of a button on their CAD system.
Preferences are powerful, yet can often
be easily identified and implemented. Imonic's approach to
building in preferences involves the following:
For Key/high value accounts: determine preferences
via surveys or customer focus groups. Determine importance
to the customer, uniqueness in the marketplace and costs/practicalities
of implementation. Build preferences into service
plans or service level agreements to demonstrate the commitment
(and tailored effort) you are making.
For Consumers/lower value business customers:
segment these customers
into recognisable groups. Identify the common preferences
within each group. Identify the common preferences across
groups. Determine costs and benefits to you. Implement the
systems on a test group to prove out then gauge customer reaction,
satisfaction and confirm costs. Launch to remainder of groups/customers.
Enhance with a blaze of PR.
Imonic have developed various methodologies
to extract, help analyse and implement customer preferences.
Contact us for more details.