We believe that customer service has always distinguished IWCO Direct. It is a priority for each of us and for more than 40 years, service has been the fabric of our culture. In fact, it’s so important we made it the topic of our very first post here on Speaking Direct. But do we know what our customers really think? In a word, yes. And that’s because we ask them.
Ten years ago we introduced a concept that brought customers closer to our team members and our attention to service into even clearer focus. Called Customer Spotlight, this one hour, town hall-type meeting has turned into one of our most successful and valuable customer service programs.
Each Customer Spotlight brings a key customer contact (or contacts) to one of our locations to speak directly to approximately 100 IWCO Direct staff. Team members from every area of our business are in attendance. Through a moderated Q&A format, our customers answer questions ranging from, “what is the biggest challenge your business is facing?” to “what do you want everyone to remember about your business when they leave here today?” As a result of these face-to-face sessions, each person at IWCO Direct feels a greater connection to our customers and has a better understanding of how important their role is in our clients’ success. The Spotlight is usually followed by a facility tour. Inevitably, a long line forms to ask more questions of the customer or simply to say hello and thank you.
I can’t overstate how important it is for our staff to hear directly from a customer – not through a staff meeting or company-wide email – but right from the customer, on their business goals and what they expect from us. What results from the hour-long session is a true sense of partnership, commitment and accountability that leads to more comprehensive and creative direct marketing solutions.
– Pat Deck
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