Customers Worth Having
Would you rather have 100 acquaintances or 10 good friends? Someone who barely knows you may greet you if they see you out and about, but they wont usually go out of there way to help you in a pinch. A good friend on the other hand will bend over backward if you are in need. More than that, a great friend will be behind you cheering on your success.
Why do we think of customers differently? Gaining mass market awareness quickly by getting a general message out to the masses can have some tempting results. But what happens in the long run? Those same people who bought from you today will run to the next bull horn announcement tomorrow.
Developing meaningful relationships with customers is not easy. People are savvy and they know when we as marketers are full of crap. It takes a lot of time, energy and care to build good relationships with customers.
The reward? People who will call you to let you know their product wasn't right instead of smearing your company across the internet. Customers that will give you the benefit of the doubt when you make a mistake. Most importantly for marketers, people that will love your company so much that they want to tell other people how awesome you are.
We all crave being treated well and feeling cared for by others. Data doesn't bring happiness. Meaningful and impactful relationships do. Today's results might drive stock prices up today but they may be sacrificing legacy tomorrow.
Be kind, be thoughtful, be authentic.
Joseph Lewin
Founder/CEO at, OK Delivery, where we support local vendors by connecting their products with consumers and businesses, helping them grow in international markets. Together, we can build a stronger, supportive community.
8 年I couldn't have said it better myself Joseph, well done! Regards, Tom Cullen
President at Garner Insurance Agency, LLC
8 年Great article Joe. Brian and I work hard to be our client's trusted advisor. It is unsettling when you think you have a great relationship with a client...who fires you to save a few dollars. Jim Garner