What do Customers Really Want??

We’re going to take a break from Linda’s Bookbag to discuss an upcoming webinar topic.

The discussion of customers and what we can do to really impress them with our service is what might be called an “evergreen” topic – it never dies!

Just when we think we have all the bells and whistles they might want in materials, programming, databases, and even technology (if that’s ever possible!), they still don’t seem to be what we might call “delighted” with our service. Why is that?

Let’s take a moment to think about what’s going on in our world. As hard as organizations work to figure out what you might like, much of that attempt has become automated by technology. Have you ever searched Google only to have something pop up that you looked at the day before? Maybe even asking if you are sure you don’t want it? It’s almost scary, isn’t it? Although I’m sure Google thought they made my day by wishing me a happy birthday last year (complete with dancing cupcakes!), it really felt almost creepy.

I don’t know about you, but I really don’t want someone looking over my shoulder and invading my space through technology when I am simply going about my business. So, from my perspective at least, I don’t think the latest and greatest in programs and/or technology is the be-all and end-all of making customers very happy with our service. Do we need dynamic, ever-changing programming? Sure. Do we need to stay up-to-date with the latest technology as much as possible? Of course.

Instead of expending all our energy in those areas, though, maybe there are other areas we can look at to see if we are really pleasing our customers as much as we think we are.

Let me give you a personal example. Some of you know that my husband passed away in March of this year after 10 years of health issues which had escalated over the past 3 years. Just before he went to the hospital for a minor surgery, I picked up a routine prescription that he would need when he got home. Sadly, he never made it home. In my frantic effort to gain some control over my life during that awful time, a few days after his death, I took the prescription back to my pharmacy – Publix. I was certain they wouldn’t be able to take it back and sure enough, the pharmacy tech informed me that wasn’t permitted through their system. She asked the pharmacist and he agreed. They were not permitted to accept the drugs back. Now…here’s where the “delight your customer” attitude comes in. The pharmacist expressed his condolences and told me they would give me full credit, even though they couldn’t accept the drugs. The other pharmacist on duty came from behind the counter to give me a hug. Wow. It was “only” $47, but $47, especially in those circumstances, can seem like a lot of money going down the drain. But they gave me that $47 back. Could they afford it? Yep. They probably do $47 in business every minute! Did they have to do that? Nope. Do you think I will ever get prescriptions through any other pharmacy if I can help it? No, I surely will not.

Okay, so that’s a pretty dramatic example of exceptional customer service. But let’s look at life through the lens of your patrons.

What “stuff” are they bringing with them when they enter your library? Personal health issues? Relationship problems? Financial problems? An argument with the teenage child? Too many obligations? A negative customer service experience with some other entity in the past 24 hours? As we all know, those kinds of experiences are all too common these days!

If you think about it, the chances of them having had an exceptionally good customer experience in the recent past – with anyone – is fairly small these days. At least that’s the way it feels to a lot of people I speak with as I travel in my work.

So, what can we do to delight our customers in our current “customer-centric” culture? That’s just what we’ll talk about in our upcoming webinar on Thursday, September 14, 2 p.m. CT. Register now!

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4 thoughts on “What do Customers Really Want??

  1. Thanks for starting the discussion, Linda. Your question, “What can we do to delight our customers in our current “customer-centric” culture?” is one that we should ask ourselves frequently, at both the personal service level and at the organizational level. Too often, I get focused on the technologies we use or are planning to use in our organizations and forget the most important communication and service venue, face-to-face. This is not to say that our technology need not be user-friendly, nor that we need not use the automated features in our technology to facilitate communication with customers. However, the most engaging way to help people — and convert customers into library supporters — is our personal interaction with them.
    I am really interested in hearing what the other Blog readers have to say about this.
    For readers of this Blog, login and give us your thoughts.

  2. As I was sorting through old emails I came across this one. I agree entirely. Sometimes just the simplest greeting or taking a couple of extra minutes to listen to our customers can make a huge difference in their day. I have found that when I take time to brighten someone’s day it has a reciprocal effect, and in return my day seems brighter as well. Customer service = how we treat others, follow the Golden Rule.

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