By Dan Matthews on Small Business – Advice and Ideas for UK Small Businesses and SMEs
Few business owners would argue with the idea that the customer is always right and many successful modern businesses are built on their drive to satisfy customers. Leading Internet retailer Amazon is a great example of a successful company founded on a relentless focus on customer satisfaction. Their founder Jeff Bezos is well known for saying “We’re not competitor obsessed, we’re customer obsessed. We start with what the customer needs and we work backwards.”
Most businesses will immediately think about their product and services when it comes to keeping customers happy, making sure they have a great feedback system and deal speedily with customer requests, issues and complaints. However, customers these days are often more demanding than they were in the past and will look for more than just great prices and products from a company.
Consumers will often only want to buy from companies that have an explicit sense of purpose and align with their broader ideas about corporate responsibility and ethical behaviour. This could mean only buying fashion from companies that check their supply chains to make sure workers are fairly paid or only banking