The Little Things That Make a Big Difference in Customer Relationship Management

Getting the Correct Things Right: The Advantages of Benchmarking the Basics

Our family just came back from a fast weekend in Nashville, eating at the aquarium restaurant, strolling the Gaylord Hotel, being geeking at the local science museum, and getting the blues at BB King's place. And our hotel? Brand new! Clean, nicely decorated, free wi-fi & breakfast, a pool/fitness area, one of those giant sunflower shower heads...

...but the most terrible nights' sleep I've had in a long while. They must have stapled a quilt to a block of plywood to make that mattress- -ouch! At home, we've got one of those Select Comfort adjustable beds because my spouse and I sleep differently, but we were both uncomfortable on the Rock of Gibraltar in room 221.

Here's my point: this lodging chain did the rest right, and got the only thing that truly matters in success with customer relationship management completely wrong.

Success with Customer Relationship Management: Basic Competencies Matter

As a seasoned market research specialist, I'd guess they wanted to 'check the box ' on all the latest-and-greatest goodies customers say they really like so they could promote a "lodging experience." Not such an awful premise, except they failed to embrace the basics, and none of those fluffy frills matter when your customers spend the day poppin' ipubrofen like Pez.

We dismiss the mundane. It's definitely more fun to target nifty new add-ons than to become brilliant in the basics, to dream up trick plays rather than running block-and-tackle drills. But when it comes to winning with customer relationship management, it's always the small things that often matter the most.

Here's a key question for you: what's the ONE THING that's the very heart of your business- - the number one thing that you have to absolutely, definitely ACE so you can be a smashing success? How's that going- - I mean, REALLY going?

Take a listen to your inner voice. You probably know what you need to do. If you could use more clarity or help with the benefits of baselining, don't just guess- - team up with an objective customer research partner and work out the solution from the ground up.

A secure foundation can support the vision you've set for your business- - and your life, too. In order to achieve success with customer relationship management, remember the benefits of benchmarking the basics so that you can master what actually matters.