CUSTOMER DEFINED
In a discourse in South Africa in
1890 Mahatma Gandhi said this:
“A customer is the most important visitor on our premises. He is not
dependent on us. We are dependent on him. He is not an interruption of our
work. He is the purpose of it. He is not an outsider
of our business. He is
part of it. We are not doing him a favor by serving him. He is doing us a favor
by giving us the opportunity to do so.”
This concept is thriving worth
absorbing and putting at the heart of all customer interactions. If we think of
the idea of extending warm, welcoming hospitality to the customer with courtesy
and attentiveness, rather than offering cool technical efficiency on a
transactional basis, expecting the customer to be polite to us rather than the
other way round, then we will get closer to the truth of what
customer-satisfying service really is.
Self-indulgent customer behavior
is not to be seen as a fault in the customer, it should be viewed as a sign
that something is wrong with us and our product/service offering. It almost
always has a reason behind it. Of course, not conceivable to declare with any
practical accuracy what the customer is
a. The
customer is not dependent upon us—we are dependent upon them.
b. The
customer is not an interruption of our work—they are the purpose of it
c. The
customer is not a rank outsider to our business—they is a part of it.
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