The Customer is Key
As business owners or sales leaders, we're well aware of the theory that it all starts and ends with the Customer. Yet, when caught up in the day-to-day challenges of business, or the ever-looming balance sheet, this intent around the Customer can often get lost or forgotten. We may think we're serving the Customer and not realize that we're mainly serving ourselves.
However, keeping the Customer at the center of our business is key to success and can be a real differentiator.
I witnessed the power of customer service as a competitive advantage when I worked at Nordstrom. I recall Bruce Nordstrom stating that it was the Customer who signed our paycheck. This philosophy has always stuck with me and reminded me of how pivotal our clients are in our business lives.
So maybe take some time to reflect on your customer continuum. You may discover some gaps that need attention. With this insight, you can put the spotlight on the Customer where required.
Areas that you may want to delve into include:
Customer lifecycle: Do you have a process that includes timely and relevant follow-up throughout the cultivation cycle of prospecting, presenting, selling, servicing and, when needed, reactivating?
Communication: It doesn't always equal connection. When the Customer indicates if, how and when our relationship can unfold, we must listen and respond accordingly. Otherwise, we may find ourselves saying a lot but not being heard. Worse, we may end the relationship before it's had a chance to begin.
Culture: How you and your team view the Customer (a necessary evil, inconvenience/interruption, they make your business possible, etc.) comes through in your actions and attitudes.
Once you've had a chance to relook at not only your business goals but also how you're interacting with your customers to achieve those goals, you may find areas of opportunity. Take the time to thoughtfully and thoroughly test against your assumptions about your market, your employee interactions, your activities and your mindset. Determine where you need to make shifts, slight or significant, to create a mutually beneficial exchange with customers.
In summary, it all starts with our perspective on those we serve. We must recognize that the "We" is far greater than the "I." It's foundational to take the necessary steps to learn about, understand and determine if and how to support what's important to the Customer. This reflection enables us to move forward with a mutually beneficial relationship. Focusing on relationships over revenue will ultimately lead to increased business success.
Conflux Business Coaching is about merging the best of who you are with who you want to be. Let’s connect and explore what’s needed to put your Customers at the center of your business.
