I am Yoshida, president of Yamada Shusei Ltd., a professional apparel garment repair group in Nagaoka City, Niigata Prefecture.
In this issue, I have been thinking about the balance between service and efficiency in reaching customers.
I recently watched a YouTube video titled “What is a job interview like working 24/7, 365 days a year?”
The video ends peacefully, with the job being revealed to be that of a “mother,” but it was thought-provoking. It got me thinking about the balance between service and efficiency in reaching customers.
Balancing Efficiency with Service that Reaches the Heart of the Customer
1) Lessons Learned from a Mother's Work
The example of a mother's work illustrates the ultimate form of dedicated service. It is an
attitude of always caring about others, responding to their needs, and serving them without asking
for anything in return. We need this “caring” spirit in business as well. But sustainability is also
important in business.
2) Incorporate the principles of selection and concentration
It is impossible to offer complete dedication to all customers. Identify customer segments that are particularly important to you and areas where you can demonstrate your strengths.
3) Recognize the value of time that appears “inefficient”
At first glance, time that appears inefficient - casual conversations with customers, questions to gain a deeper understanding of their needs, follow-up, etc. - is actually extremely valuable in
building long-term customer relationships.
4) Distinguish between tasks that should be streamlined and those that “dare not be streamlined.”
Actively streamline back-office operations and routine tasks, and use the time and energy to build
relationships with customers and provide value.
5) Create an organizational culture of empathy and understanding
Cultivate an organizational culture in which all employees are aware of the detailed needs and
changes of customers, just as a mother is aware of the detailed preferences and changes of her
family.
6) Design a sustainable business model
Like a mother, you cannot continue to run a business with no complete payroll and no vacations.
Create a foundation that allows you to continuously provide quality services with reasonable pricing
and secure profits.
7) Visualize your attitude of “caring”
Express the service and care that you take for granted in a way that your customers can
understand. This will lead to differentiation.
8) Remember to care for your employees
Providing the best service requires an environment where employees are physically and mentally healthy and highly motivated. Demanding “endless dedication” like a mother's job can lead to
burnout.
The balance between efficiency and customer satisfaction is an eternal challenge that requires constant adjustment. However, service that avoids only “indifference” and conveys to customers that you truly “care” about them will lead to long-term success.
