In the book, there are specific comments on the characteristics of being an entrepreneur, together with up-to-date, practical and useful management tools and techniques for entrepreneurs.In my next couple of blogs, I will share with you a couple of these tools, as a sample of what you can find in my new book.
I hope these will be helpful for many of you, existing and aspiring entrepreneurs!Perhaps my favourite tool to assist the entrepreneur/business person is to assess the customer service provided by a business to its customers/clients. To be an entrepreneurial business, service needs to be beyond great – it needs to be worthy of the label ‘Legendary Service’. This means that the whole organisation must go that extra mile.
The Legendary Service Tool, detailed in my book, is a strategic, step by step process to analysis and understand what your customers want, need and will come back to you for, that can involve all your staff. The entrepreneur must create the culture that “customer is king.” Legendary Service is the culture that must be exampled by all staff, not just the entrepreneur. Not many organisations focus on what the customer needs, instead they focus on what the organisation offers the customer. Legendary Service Tool
1. First list the attributes of your business, together with all your staff.
2. Send the list to the customer, with easy to follow instructions.
3. Ask your customers to mark how important each attribute is to them, and how they rate ‘our business’. The marks should be 0 -10 with 10 being the most important and 10 being the highest rating.
4. Ask your customer to return to you and analyse their response with all your staff. For example, for a hotel the attribute to be marked on the form given to customers may be the ‘late and early check in and leaving facility’. This may be an inner city hotel. The hotel may be near transport facilities where visitors come and go at all times. Visitors may mark the attribute’s importance as 10 and rate it as 10.
However, the key – which the customer is not aware of - is that we, the Real Entrepreneurs are more interested in the differential than the ratings. The differential in this example is 0. The hotel provides a very adequate facility in this area and the customers mark it as entirely adequate. More importantly, it clearly fulfils the customers’ requirements. If the attribute was marked in importance as 10 and the rating 5, the differential of minus 5 shows us that the hotel needs to step up its act in this area. The other way around, the attribute marked its importance as 5 and the rating 10, then the business is making the facility too good and wasting efforts etc.
However, these are just a few examples. There are plenty of other results that could come out of this survey and these are detailed in my book in Chapter 6.
The strength of this simple customer survey is not only its direct implications for management, but also it can be shared with the entire staff team, and as such is a powerful motivational tool as well. Used properly, it will empower the team to be more aware of what customers’ consider IMPORTANT and how WELL the business rates.
Give it a go for your business and let me know how you get on.If you have any questions, please let me know - I look forward to hearing from you.