Ask each salesperson what it means to serve the customer, and you can expect to hear a variety of answers. Some define service as picking up purchase orders, others will define it as taking inventory, some will propose that following up on back orders or short shipments is part of it, while others will say that it involves visiting the customer on a predictable basis. That's the problem. Few companies have any consistent description of what it really means to serve the customer. Generally, salespeople are left to figure it out on their own, create their own definitions, and develop their own standards.
Every salesperson perceives that they are doing a good job.
So, on one hand, we have vague and general definitions of what it means to provide good service to the customer, and on the other, we have the often-inaccurate perceptions of the salespeople. Inconsistent service, and lots of unmet expectations on the part of the customers. We gathered six of this client's brightest and most insightful customers together for a half-day focus group. I facilitated the videotaped discussion, and the client viewed the tape later. How customers define good service.