In the world of scarce customers, those places that help a customer address an important need, with the help of other customers, will thrive. If you can t find the answer to these questions easily, your customers aren t learning from each other, and you are leaving sales on the table. Most companies have built their organizations to make it easy for customers to compare price. Fewer have made it easy for customers to know that a product will be available when they order it. This represents a missed opportunity.
Competitors call customers back after checking, or send some other form of order confirmation.
Management at Alliant is convinced that its ease of buying and reservation is central to the company s increased order size. Try to buy something from your organization on the Web, as well as over the phone. If you are passed along to three or more people before you can spend your money, your company has a problem. In a world of scarce customers, they will take the easiest path when buying. The rationale for these three principles is simple.