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38 MMS June 2017 mmsonline.com COMPETING IDEAS Columnist responses such as 4, 5 and 6 as neutral and nothing to be too concerned about. They say the first step to bringing about change is recognizing the need for it. If we continue to believe our customers' satisfaction with our busi- ness is better than it really is, we will not do the things that are needed to raise that level of cus- tomer satisfaction. Whether you use Mr. Reich- held's Ultimate Question and Net Promoter Score approach, or find something comparably "tough" to gage customer perceptions of your business, it is important to be open-minded when reviewing the results. If you can keep an open mind, perhaps you will find that your 95 percent on-time delivery performance, of which you are so proud, is viewed as "just OK" by your customers. You may also find that your two- to three-week lead time, which seems to be the norm for your industry, is prevent- ing you from getting any business from prospec- tive customers or more business from your exist- ing customers. Furthermore, you may learn that shipping the wrong products (or the right products in the wrong quantities) to your customers has a greater impact on future buying decisions than you ever thought possible. In short, if you pay attention to what your customers are saying, you may find that your perception of what constitutes good customer ser vice is out of line with your customers' expectations. The sooner you under- stand this, the sooner you can do what is neces- sary to minimize these differences. If knowledge is power, then gaining the right knowledge about your customer service perfor- mance is the first step toward making the improve- ments needed to encourage your customers to promote you. If we continue to believe our custom- ers' satisfaction with our business is better than it really is, we will not do the things that are needed to raise that level of customer satisfaction. C M M • V I S I O N • F O R M A N D F I N I S H • P R E C I S I O N T O O L S A N D I N S T R U M E N T S • D A T A M A N A G E M E N T Mitutoyo America Corporation | 1-888-mitutoyo | www.mitutoyo.com Data Management Software by Mitutoyo ENABLED Manual CMM Promo BUILD A BETTER BUSINESS BY INVESTING IN A CMM Traditional gaging methods require complicated setup and take hours for inspection, only to provide insufficient measurement data. Utilize a three-dimensional measuring system in place of multiple gages to expand measurement capabilities and reduce part verification time while lowering production costs. Included with purchase is the Mitutoyo Gold Care program, which provides supplemental equipment and extended services to support your operation, and reduces cost of ownership.