Our local Tesco Manager is terrific because he seems to love his customers, the staff, he’s energetic and always walking around the store helping. I know Tesco isn’t American but this chap’s attitude is typical of service attitudes in many US firms. I love the attitude of American companies. I worked for one, the first 15 years of my career. And then after that with others distributing products across Europe. Yes, they can be aggressive, and I learned about lead generation, selling, direct marketing and hitting quotas to make profit. For the good of the company. But also, to love your customers. This can sound shallow, but in 2018 to really love your customer, just like a partner in life, you need to understand them 100%, their buying, and then deliver a service. I thought I would just remind myself a few key pointers in order to do this.
Love What You Are Doing
Like our Tesco Manager, it’s about energy. I could have chosen another example: this time I will name him, Don McQueen, Chairman at Dorset Business Angels. He is packed with energy. And few surprises, he is a serial entrepreneur, chairman of many companies and a successful in many businesses. Doesn’t he have problems? Yes. Does he somehow have an easier time than the rest of us? Of course not. But the trick is to make decisions to do what you want to do, be positive, and you can love what you are doing.
Know Your Customer
You need to know who to sell to. You need to know what their problem is that you can solve. It is hopeless, trying to sell something that people do not want. A heater in the desert or ice to eskimos. Be crystal clear who is your customer. The Buyer Persona is a great tool. The template, prompts you to supply the detail of exactly who is your customer, their background, profile, problems etc etc. You can then tailor your solution, product or services to help them.
The Customer Journey
The customer journey is the path and all the points of contact between a consumer and a brand, a product or a service and includes, all moments of interaction between customer and company. These can be direct such as face to face, phone, in-store and alike. Or they can be online: social, blog, email and reviews to mention just a few. Here is a useful video on how to create a Customer Journey Map. Here is another example.
Love Your Team
People love people, and the younger workforce, millennials look at a brand purpose as much as just salary, when it comes to who to work for. Customers are not just the people who buy. They are the people who help create the products and services, in our company. So, following the same principle of getting to know the external customer, really work on trying to understand the team. Not just an annual or periodic appraisal but as with any relationship, real-time constant effort to empathise.
What Works Best?
I listened, or “attended” a great CIM Practical Insights Webinar on emailing the other day on Emailing. It made the point that effective emailing is loved by customers. It is wrong to imagine people hate email. Bad emails are unsubscribed. Good messages, which understand our customer problems, feelings and issues will work. And in fact, there is no problem emailing even weekly. I mention this, because the webinar presenter stressed the need to focus on your customer. Love them. To love them, you need to really know them, and fit them into marketing relationships including social media, blogs, events and your whole range of activities you engage with them. In 2018 to really love your customer, just like a partner in life, you need to understand them 100%, their buying, and then deliver a service. I thought I would just remind myself a few key pointers in order to do this.
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Peter Eales BA Hons Chartered Marketer FCIM FIDM
Founder Director Dorset Business Angels
MD o i solutions limited