The Real Deal about Customer Performance

Customer performance is a vital part in the success of any business. This is why it is preferable for any business to have well-informed customers. Well-informed customers would know what to do with products, how to do what they want with these products, what to expect from the products, and why they want to get the products in the first place. Once they know all these things, customers would then be more susceptible to following instructions. On the other hand, when customers are not uninformed, they will more often than not be hesitant about purchasing any of your products and services. This is indeed a major problem because you would want your customers to participate and purchase your products and services.

Let us put into context the scenario of purchasing medicine. A person who has been prescribed medication knows that if he does not take his medication on time, his chances of healing and recovering would be compromised. Since that person is informed about the ramifications of not taking his medicine on time, then he would make it a point to purchase all necessary pills ahead.

In the automotive industry, on the other hand, a car who does not have the required oil change every now and then would wear down faster. The owner of the latest model released by Ford should know this so that he would pay close attention to the schedule of oil changes. Informed customers really make better customers.

Because customer participation and performance is very important, it is inevitable to think that companies should exert more effort in educating their customers so that they can be motivated to purchase your products. Remarkably, even if this should be the case, well, this is not really what often happens.

When you purchase a cheap camera, you get a full manual on how to go about with its features. As you browse the pages, you would get instructions on how to use the flash feature, the macro feature, the cropping feature, everything. But when you purchase prescription drugs, all you get is actually a small sticker on your bottle with something cryptic etched on it, like “1c 3x w/ meals”. This cryptic code does not really give you useful information if you cannot translate it. But when translated, this would just mean 1 capsule 3 times a day, taken with meals. The cryptic code does not give you any information about the side effects that might occur when you take the capsule. Your doctor might discuss these with you when you are still having your checkup. But when you go home, you are left with that small sticker and there really is not much information to begin with.

Because of the lack of information, the patient just might become a little reckless and miss taking in his medication on time. The effects of this could be discomfort, continued illness, or even the worsening of the condition. All of these could have been avoided had there been an effort to educate the customer, to better motivate customer performance – which is why this is an effort companies have to exert in the first place.

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