Treat Your Customers Like People, Not Invoice Numbers

Posted by: Rod Kurtz on April 21, 2008

Think for a minute about the companies you’re loyal to. It could be the neighborhood pharmacy where the pharmacist knows your name. Or the coffee shop where the barista starts making your drink before you even get to the counter. Or it could even be Amazon.com, a company that makes a point to give you recommendations based on things that you’ve already bought or looked at. Whoever they are, chances are they’re companies that you have a real relationship with.

People can go anywhere to buy products or services, but what makes the difference in the end is relationships. Make people feel like you’re a friend or trusted adviser, and they’re much less likely to turn to the competition, and much more likely to forgive you if you make a mistake.

Small things like remembering people’s names and keeping notes on their personal preferences, favorite products, etc. can go a long way. People want to be treated like you care about them, not like you’re just after their money. Do that, and they’ll keep coming back forever.

Jim Kane
Senior Fellow
The Brookeside Group
Philadelphia

Reader Comments

Michelle

April 22, 2008 11:33 AM

This should be known by all. It's not difficult and it feels good. I recently interacted with a company that didn't get this and that also repeatedly lied to me. It was only after I wrote a letter that I actually got results. The customers are why you are in business. They bring you cash. Treat them like gold.

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