Dance with your customers

A critical step in customer service is to actually invite the customer to the table and include them in your problem-solving work. While this makes theoretical sense it can be challenging to do and takes leadership to ensure its success. Seth Godin, one of my favorite authors and bloggers, describes it as “dancing with customers in the act of co-creation” in a blog on customer service. It involves:

  • clearly inviting customers to work with you
  • focusing on engagement – not perfection
  • over communicating
  • speaking and listening to customers with respect
  • not making assumptions

Most leaders and employees are not used to working together with their customers. When I was working in the health care industry we decided to include patients in our work meetings as we designed the electronic visit follow-up document and communication process. At first that was very threatening to the doctors, physician assistants, nurses and intake staff. They were worried about “unreasonable” demands that patients would make. Surprisingly, everyone discovered that they enjoyed working together, both sides learned more about each other and the ideas shared ended up being practical and doable.

If you choose to include customers it is important to make the invitation clear and describe the work you will be doing together. Customers are also not used to being asked to work with you! The project team for the design of our new Enterprise Resource Planning data system at Minnesota State has done that well (NextGen). They have invited all students, faculty and staff have to participate in envisioning the future NextGen experience. Through emails, in-person presentations and an intranet site they have clearly described the work to date and what opportunities we have, as customers, to work with the vendor to help design and build the system. In addition, given the geographic spread of our system and the variation in availability, they provided three different options to work together; an online review process, virtual Q & A sessions or onsite regional review sessions.

What opportunities can you find for you and your team to dance with your customers?

Todd Thorsgaard

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