Who Is Your Customer?

There is a customer born every minute, said P.T. Barnum. Wherever I go, I see and meet customers. Some are my customers; some are the other guy’s customers. Each of us has customers. We make a living or a fortune by finding and satisfying customers.

I did a degree in Marketing so I got to hear the word customer more than people doing courses such as Engineering, Medicine etc. I learned a great deal about customer relationships management, customer acquisition, customer retention, customer service etc. But it was still a limited view on the concept of “customers”.

Most people think of customers as someone who purchases goods and services from a vendor. Those are customers, yes, but there is more to it.

Defining Your Customers

Your customers are the people who help you make a living. Your customers are the people you have to satisfy to get ahead in life. If you are employed, your boss is your customer. If you are a politician, your voters are your customers.

Many people fail to achieve their true potential because they do not clearly define who their customers are. Who do you need to deliver value to for you to profit? Who do you need to please for you to make a fortune?

One of the mistakes that many small businesses make is to try and please everybody. You have to take your time and define, identify clearly, who you have to serve. Think carefully how you want to allocate your resources such as time, money, emotional engagement etc.

Do not spread yourself too thin. Laser target your efforts to those who matter. You can please everyone else in the next life time.

Amplifying Customer Satisfaction

Once you have identified whom it is that you need to please to get ahead, get to work. Find out what they need and over-deliver. Do not make promises you cannot keep. Commit to over delivering on your promises. Satisfaction is the difference between the promise and performance. The higher your promise is; the lower the satisfaction.

Don’t be boring. Boring is when you deliver exactly as you are expected to. Find interesting ways to wow! your customers. Turning up to work on time is expected, doing more than your call of duty to improve your company’s bottom line is amazing. Gravitate towards being amazing.

Learn the art of subtle bragging. When you do something great, don’t hide it. Make sure your customer knows about it. I learned this one as a little kid. My parents were my customers. Whenever they wanted something done, I did it and subtly let them know “who did it”. It worked like a charm. It still does, even with other customers I get in life.

Your customers needs evolve. Do not stagnate. Change with the times. Survey your customers from time to time to find out what tickles their fancy. Be on the forefront of knowing when your customers are unhappy. You will make mistakes from time to time, when you do, be prompt to apologize and make up for it.

The customer is always right. Learn to see things from their perspective. Learn to put yourself in their shoes. Feel their pain. Solve their pain. Be of great service to your customers. They will love you for it.

Lastly, learn to automate your customer satisfaction. Customer needs are ever changing and the quicker you learn to make your work easier, the better it will be for you in the long term. Have systems in place to please your customer, whoever he or she may be.

For example, as a blogger, I have automated the blog subscription. Anyone who wants to get a daily dose of inspiration only needs to subscribe at the top of the site. The blog is then delivered via email without me lifting a finger (after posting it on the site).

Find ways of satisfying your customers without breaking your back. It is more sustainable that way. Set specific, measurable goals for pleasing your customers.

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