What do customers want?
What a customer wants is very simple. They want the core product or service of your business to meet their needs and expectations. If you are a PCB manufacturer, they want a board that works, is delivered on time and at a fair value for their money. So, if wanting stuff that works, when you need it, is not an unreasonable expectation, then why are consistent high marks for customer satisfaction so difficult to reach and maintain?
Because customers expect these things; they are called Order Qualifiers, or in other words, the price of admission. Satisfying these core areas will not create loyal customers or cause them to tell others how good you are. However, if you don’t meet these basic objectives, they most certainly will tell anyone who will listen how bad you are.
Order Winners, the things that will drive loyalty, additional business and turn customers into your best sales people are the little extras; things that most companies fail to either realize, or don’t place as much value on. The following are a list of things that your customers really – really – really want that will turn them into fans for life!
American Standard Circuits is one of the elite PCB fabricators in the industry, and I had the opportunity to interview CEO Anaya Vardya for iConnect007’s virtual SMTA International exposition. Anaya talks about the impact of Covid, what they are doing to keep employees safe and new developments in the company. PCB007’s industry audience ranked this interview No. 2 in their Top Ten picks; watch the interview here: 
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