An article appearing on the Blog opined
there are seven reasons why customers are leaving you. In
reality there is only one reason a customer ever leaves you –
customer service.

Some of the reasons given were obvious customer service
failures. For example, “you do not have a strong customer
service team” is a direct result of not having a customer
service focus in your organization. Likewise, “you do not
care about your customer’s needs” again points to an
organization that is not fully focused on their customers.

One needs only to look at the battle over public pressure to
mandate the goods and services offered by a company. In
the 1990s McDonald’s was very keen on reacting to public
outcries regarding their menu items. They had it healthier
choices, such as frozen yogurt, new oil for their French fries
and they converted Styrofoam boxes paper wrappers for
their sandwiches. Sales suffered immediately as their
customers rejected the new taste of the French fries and
were slow to move from milkshakes frozen yogurt.

What McDonald’s had done was listen to public outcry which
was nothing more than non-customers trying to tell them how
to run their business.

Walmart, on the other hand, facing heavy pressure to drop
the sale of firearms made a public statement that showed
more concern over their customers than a vocal opposition.
Their position was to the customers tell them when it was
time to discontinue an item rather than listening to media
newscasts. Their growth continued despite public outcry.

Of course sometimes is like a customer focus can come
from the top levels of an organization. When Joseph Antonini
wanted to take Kmart Corporation from a low-priced
discounter to a more upscale chain resembling Target the
cash registers indicated this would not be successful. One of
the early indicators was a continuing trend of sales within
Wrigley’s gum. The number one selling gum at Target was
Juicy Fruit while Kmart customers preferred Big Red gum –
the same as Walmart’s customers.

Becoming “one” with your customer is a matter of knowing
your customer intimately. Is not just about being nice it is
about understanding exactly what your customer wants, when
they want it, how they want to buy it, what price they are
willing to pay and then standing behind their purchases
should they not live up to their expectations.

Related topics
More business by the numbers here,
Losing customers:
3 reasons