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The customer wants to give a printer garbage files and have the printer fix them. Many printers consistently do this. What the customer needs, however, is for someone to train them to prepare the file for printing so that the job can be produced faster. Most printers won't do this, fearing they cannot tell customer what to do. But if we don't, then we eventually will lose the job to a printer who can do it faster. How can they do it faster?
by Tom Crouser case study Case of Legislation, Part 4 L eaders lead. They do this partly by legislating tralize in order to conserve their time so more patients standards without being rude, crude, or unat- could be treated. Had they not done that, seeing a doc- tractive. The leader formulates a series of real- tor today would be far less convenient, for getting an istic expectations that they hold themselves up appointment would take much longer. How did they to as well as other members of the team. This includes accomplish the change? Doctors legislated that patients the hours when people work, what they do when they should visit them if they wanted to be seen right away. work, skills they must possess, and when they take vaca- House calls were available, but took longer. Overall, tion. They take the fear, uncertainty, and doubt out of consumers chose the quicker office visits. the workplace. They let workers know what is expected Wants and needs. Customers always choose fulfilling of them, what their job is, where they fit in, how they their needs over their wants in the long run. What does are doing, and how they are being paid as well as how to this have to do with legislation? If you want gas, then get ahead. But that’s not all. Legislating and enforcing pump it yourself. If you need to see the doctor, come to standards goes beyond workers. It includes customers the office. as well. No business in the world can always do what the cus- Legislating Change tomer wants any more than you can always do what What does this have to do with printing? Most still your teenager wants you to do. All businesses, as well cheerfully stick to the fiction that they give such great as parents, must deal with what is needed; not what is customer service, the customer will never leave. We wanted. dismiss the VistaPrints of the world, much like the neighborhood gas station owner dismissed the threat Choosing to Change from convenience stores. And we, too, will go by the Customers need for you to satisfy their needs with as wayside unless we deal with what customers need, not little waste as possible. Because of that, we innovate. what they want. However, innovation isn’t always what the customer Customers need a price and we want to give them a wants at the time it happens. But since it deals with perfect price, so we estimate it by putting it in a stack what they need, successful innovation looks brilliant in and getting back to them later. It has been measured, in hindsight. my experience, that the closing rate drops dramatically For instance, at one time, many wanted someone to when we wait overnight to return a price to
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