Craig Cochran Quotations

The power of a focus group lies in its ability to leverage multiple channels of communication and thought. When you buckle down and really explore the many facets of a possible innovation to the organization, you are more able to make well thought-out decisions.

Unless a customer sees improvement, there is no improvement. It doesn't exist.

One of leadership's most important jobs is to honor individuals who go beyond their job descriptions and truly delight their customers. The best way to empower employees is to identify peers who have excelled in customer service.

Unless you let someone know what action has been taken, the customer is never going to perceive a difference. You've got to close the loop. If the customer isn't aware of the fix, then the remedy doesn't exist.

But people are still in love with traditional surveys in spite of my repeated advice against them.

Customers who complain are not nitpickers or looking for discounts, they're committed to your organization. Someone who isn't committed to your company wouldn't bother complaining.

Companies shouldn't try to invent new ways for collecting customer feedback. They already have countless customer interactions available to them, ranging from salespeople to technical reps. What's important is to provide some structure to these interactions and share them with everyone in the organization.

The leadership of an organization has no job more important than making sure everyone knows the importance of the customer. CEOs who want real job security should try to please customers, not shareholders.