Listening To Customers : Very Valuable!

Here is a wonderful CRM story I read today, about listening to your customers!

J Sainsbury Plc, a London based prominent retailer has recently decided to chang the name of their “Tiger” bread to “Giraffe” bread. Reason? Feedback from a customer!

So, what’s new? Everyone listens to customer feedback, once in a while they change the product name, Nothing great!

True. But this news item is unique because, the feedback actually came from a 3 year old baby, and the big fat organization listened to this very young customer and decided to make the required changes.

Lily Robinson, the now-famous baby who gave that feedback, saw the tiger bread and stated that it has more resemblance to Giraffe Bread.

Chris King, working in J Sainsbury’s customer service team picked up Lily’s letter and replied “renaming tiger bread giraffe bread is a brilliant idea, it looks much more like the blotches on a giraffe than the stripes on a tiger, doesn’t it?” and he thanked little Lily Robinson for helping them see the spots for what they are.

Reading this story, one thing that really stroke my mind was how listening to customers can prove helpful. We all are familiar with the fact that listening is one of the most important skills, when dealing with customers, but do we really know how to listen?

Well, the reality is that we just pretend to listen and usually, try to overcome the situations by stating “thinking about your response” or may be “wondering how this will impact your work”.

To really listen to our customers, we need to put ego aside and open ourselves to the customers. Although this is difficult, it is an effective way to drive a positive impact on customers. This helps to enhance the customer experience and improve the product and service base.

When a customer complains, that means he / she wants the products of our company to serve him / her better. This is an effectual way to share the important happenings in our industry that customer is actually seeing from the opposite side of the street. So, just love when customers complain.

To learn more about how an open minded approach to negative feedback boasts earnings and morale, read this interesting article from ‘inc’ magazine :
http://www.inc.com/vanessa-merit-nornberg/why-i-love-when-customers-complain.html

Charu Mehta,

CRM Consultant, CRMIT

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One thought on “Listening To Customers : Very Valuable!

  1. Listening the genuine concerns of the customer is crucial in any service orgonisation.At times the customer feed back may seem stupid may not be intentional but it’s we need to put the customer in the right grid & direction.Many a time customers are ingnorent of many products & consumer goods they use.Similarly IT products are not utilised to the fullest extent due to lack of adequate knowldge / information of the product.So in such scenarios our role is instrumental to equip the customer with timely ,relevant information on that product to derive best results.

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