What Does Your Customer See?
Understanding Roles and Perspectives
Each of us has a unique frame of reference, a point of view, or in sociological terms, a “role.” These perspectives shape our moods and attitudes. For example, a customer in a restaurant might light up seeing their favorite dish arrive, or feel frustrated when they notice an overcharge on their receipt. This idea holds true in all areas of life. A parent sees things differently than a child, just as an employee’s perspective differs from their boss’s. Sometimes, the information we have shapes our point of view, but often, it’s simply defined by the role we’re playing. This dynamic isn’t just personal, it’s a cornerstone of business success. By recognizing how roles shape perceptions, entrepreneurs can better anticipate customer needs, setting the stage for informed decisions.
The Power of Customer Empathy in Business
In business, there’s the entrepreneur and the customer. Though they stand on opposite sides of the counter, each has an end goal. The customer wants to meet their needs, and the owner aims to satisfy those needs through their products or services. As a business owner, have you ever stepped into your customer’s shoes to gain a fresh perspective? If so, what do you see? The ability to truly understand someone else’s perspective is a remarkably powerful tool. Customers may notice and experience things you’d never see from the business side. Ask yourself: “How does it feel for the customer to do business with you?”
Exploring the Customer Experience (CX)
The Customer Experience (CX) is a vital aspect of any business, shaping how customers perceive and engage with a company. Leaders can step into their customers’ shoes to identify areas for improvement, thereby enhancing involvement. Below is a quick overview of CX components. I’ll explore these in depth in a future blog post.
Customer Journey: The complete path a customer follows—discovery, purchase, onboarding, and support.
Touchpoints: Each interaction along the way, such as website visits, phone calls, or emails.
Pain Points: Any frustrations or obstacles the customer encounters.
Moments of Truth: Key interactions that define how customers perceive your business.
Building a Customer-First Culture
Seeing the business through their eyes is crucial for improvement. Living by the Golden Rule is important, but the customer looks to you to fulfill their needs. For instance, you might prefer quick service, but a customer might value detailed explanations. This gap highlights the need to adapt beyond personal assumptions, using their input to guide you. Isn’t it frustrating when you’re on the phone with customer service and it doesn’t feel like they understand you or your request? Making the customer feel valued and heard is fundamental to enhancing their experience.
No matter the industry, adopting a customer-first culture is essential. This mindset must be embraced at every level, with everyone in the organization responsible for putting it into practice. Strategy may start at the top, but feedback, often the lifeblood of a true customer first culture, comes from the bottom up. In small businesses, feedback often comes from the frontline staff, cashiers or sales associates, who hear customers concerns daily. Leaders must listen actively, whether through casual conversation or simple surveys to stay connected. For example, a restaurant might learn through a waitress that Wednesday nights feel a little boring to customers, prompting them to add live music to enhance the atmosphere. This feedback can also reveal how you compare to competitors, perhaps a rival restaurant’s Wednesday events draw more crowds. Ethically gathering such insights helps you stay ahead.
Take Action: Improve with Customer Feedback
Are you treating the customer with the respect and attention they deserve? Are you separating yourself from the competition? A friendly smile can go a long way, but understanding the customer better will pay off in dividends in the long run. Consider tracking responses over a week to spot patterns, turning casual feedback into a roadmap for growth. So, try putting yourself in the shoes of your customer today. View your business from their point of view. Try a quick question like, “What’s one thing we can improve?” and listen closely. Share your findings below!