“Successful people ask better questions, and as a result, they get better answers.”
Anthony Robbins

I recently wrote about customer service and how it should be the essence of the business. It’s not an option but the very reason a business exists. Put another way, if you don’t delight your customers, someone else will.

A colleague was chatting to me about this the other day, and the question he posed was deceptively simple: Where do you actually begin delivering ultimate customer service?

Answer: As the title suggests, you ask better questions.

Take, for example, this story. On entering a gym recently, I was shown every piece of equipment. They explained how it worked, the benefit I might gain from it, how to set it up, and what all the various buttons, dials, and lights meant. I came out knowing as much as it’s possible to absorb in the 30 minutes I was there.

Except for one thing. At no stage did they ever ask me what I wanted from the gym membership. Was it to build stamina, aid my weight-loss programme, increase my aerobic capacity, prepare for an event, or to simply do a bit more than lie on a couch watching sport? They will never know because they didn’t ask.

Knowing what the equipment does is of little value to me if I cannot link this information to my own unique needs. If they had spent 50-60% of the time delving deeply into my requirements and then suggested how their equipment would help resolve them, I would have been satisfied that going to the gym will deliver on my goals and objectives—not just increase my knowledge on gym equipment.

So that’s where you start. You ask your prospective clients or customers better questions about what it is they desire from your organisation, then you wrap your service delivery around them. Again, deceptively simple, but it yields huge benefits when it goes right.

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