Foreword Online

Ideas, information and industry news for collegiate retailers

What Every Customer Wants

Posted by Joe Clarkin on 6/19/14 11:00 PM
Topics: college store customer service

The following excerpt is from an article by Geoffrey James, posted on Read on for a new way to look at customer service, and then check out the full article.

Selling is not about taking money from the customer. It's about the giving of yourself.

Customers want solutions to their problems, right? Well, yes, but that's what they want from what you're selling. What do they want from you, personally?

According to Bob Burg, author of Adversaries into Allies: Win People Over Without Manipulation or Coercion, your customers want the following gifts:


Customers want you to give them your best at whatever you do. Note: They want "your best," not "the best." What is "the best" always depends upon your viewpoint. "Your best" is measuring your performance against what you're capable of accomplishing.


Doing business today means coping with hectic change. In the midst of so much uncertainty, your gift of consistency doesn't just give your customer one less thing to think about; it makes you a haven in the midst of the craziness.


Attention is more than just answering the phone. It's attention to details, it's attention to future needs, it's attention to where you can help the most. Your attention tells customers that they are truly important in your life. There's no greater compliment.


When you truly appreciate your customers, you put them first. You look for new ways to serve rather than new ways to sell. Remember: Your customers are the only reason you're in business. It's always about them; it's never about you.


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