| The old adage about building satisfied customers is | | | | Customer loyalty is built from excellent customer |
| worthless in today's 24/7 global economy because of | | | | service beginning with your internal employees for |
| that little creature affectionately called a mouse. With | | | | these individuals are in many cases the unrecognized |
| just the click of the mouse and a few strokes on the | | | | greatest intangible asset in any organization. The |
| ivory keyboard, a totally satisfied customer can leave | | | | Brookings Institute did a longitudinal study that showed |
| you and can easily by satisfied by your perceived | | | | the value of a company in 1983 was 62% tangible and |
| competitors. | | | | 38% intangible. By 2000, that value literally reversed to |
| Some business owners believe that customers leave | | | | 15% tangible and 85% intangible. |
| because of money. People want 3 things when they | | | | Quality consistently needs to be assessed and then |
| consider making a purchase: customer service, price | | | | reassessed. One of the easiest ways to improve |
| and quality. Yet, usually, buyers can only secure 2 of | | | | quality is to remove waste from these 8 key areas: |
| these 3 wants. What do you think buyers are willing to | | | | defects, overproduction, inventory; transportation, |
| give up? If you think price, then think again. | | | | processing, motion, waiting and human potential. |
| When businesses believe that price is the issue, then | | | | By constructing a waste walk, you can quickly |
| this belief suggest that everyone would driving a Yugo; | | | | determined where to begin to remove waste and |
| shopping at resale stores; purchasing all of their foods | | | | begin to implement quality customer service. Whatever |
| at self service, secondary grocery stores and eating | | | | actions you take as long as they are aligned to your |
| only at fast food or all you can eat buffet restaurants. | | | | strategic plan, those actions should deliver immediate |
| However, drive U.S. 30 from the State Line in Illinois to | | | | results in building loyal customers. |
| Valparaiso, IN and you can see just the opposite. | | | | |