The Power Of The Customer
There is a lovely quote attributed to Sam Walton, “There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.” This comment was made long before the advent of the internet and online reviews. Reread that quote. If you deal with customers it is sobering. If you are a customer it is enabling.
How does that feel? You’re the boss!
Every time you choose to spend money somewhere, you are casting a vote about quality, service levels, ethics and supporting what you want to see more of.
Have you ever fired a company?
Have you ever given a bad reference when asked for your view?
Have you ever promised never to go back, even if they are the last option?
Something about them, their service, product, ethics, stance, etc, was so out of line with your values and expectations that you deliberately choose to go elsewhere.
Most people have had a bad experience and choose not to go back to a company. When they retell their story it is often with passion as they relive the moment.
Knowing this about yourself, and having heard others express their experiences, what do you think your customers feel about you? As a business owner this offers a moment to reflect. The flip side of the above is equally true. Crafting a memorable experience creates raving fans who come back and willingly spread the message about you and your offering.
The wonderful opportunity for business owners is the power of the customer can be leveraged. Power needs an outlet, a channel to flow through. Is your business customer friendly? Do you deliberately and intentionally craft your interaction with customers to make it as smooth as possible? If it is easy, enjoyable and people find value in it, then they are likely to want to repeat it. People talk with their time and money. Are you part of their conversation? When they are looking for the product or service you offer will you be their first and only thought, or just a passing consideration? How can you draw on the power of the customer more consistently?
