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Fixing the Customer

by Dave Burchell · Metrofuser · June 1, 2008 - page(s): 64-67
In today’s ever-changing market, service providers must seek new ways to separate themselves from their competition. Sales forces are under increasing pressure to gain ground in markets that seem to be at saturation, and customer retention is a must. One of the keys to customer retention is the ability of a technician to “fix the customer.” Communication is the key to this process, and I have a few pointers that may help.

The first step in “fixing the customer” is to listen. Completely listen to what the end user is trying to tell you. Remove your technician mufflers so to speak and hear what the end user is really having trouble with. I was once told that the definition of a print defect is the difference between what the printer is doing and what the customer believes the printer should be doing. Sometimes, the printer is malfunctioning, and can be repaired. Other times the printer is not designed to do what the customer is expecting it to do. A perfect example is an end user trying to print 80-pound cardstock out of Tray 2 on an HP LaserJet 4000. While the printer is not designed to move paper of that weight from the paper tray, the end user may have been successfully printing that paper from Tray 2 for a substantial period, giving the user the false perception that the printer can do this successfully in all cases.

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This article will be available online on 12/01/2008

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