Contrary to popular opinion, customers are actually, humans with desires, expectations and emotions. These days, business executives are often driven by the bottom line, forgetting that those who use their products and services are real human beings, not just numbers in a data-driven board room. Are you looking for new ways to grow your business and build your brand? How your company views customers may very well be where to start. Here is why:
- Respect
Every customer wants to be treated with respect. Of course, a good deal is always helpful in this economy. But no customer wants to be treated 
anyhow for the sake of offering a good deal. Due to the use of computer algorithm and data mining techniques to identify potential customer needs, the idea of treating customers with respect has taken a back burner in business. It is time for C-level executives to begin quantifying their company’s level of respect for customers. A company like Zappos, has embedded what they call “delivering happiness” into their culture. From reading Tony Hsoej, CEO of Zappos’ book, Delivering Happiness: A Path to Profits, Passion, and Purpose, I can tell that respect for their customers is paramount. Read his book and see how respect can build business brand over time.
- Rewards
Saving money is always on the minds of shoppers everywhere. That is why your business should provide creative ways to reward its customers to keep them coming. Offer discounts, free shipping, free initial consultation, bonus point, loyalty cards, free trails and whatever works for your business. No matter the type of rewards you provide, let it be consistent, creative and genuine in its execution.
- Resources
No business may have all that we need at some point, even if it’s our favorite brand. So one thing that can go a long way is to be resource for your customers. This may mean sending them to your competitors in order to help the customer. You will be surprised how such an act of being resourceful can actually increase brand loyalty and help create a positive experience. Next time you have the opportunity, take time and provide a resource to your customer and see the lights go off right in front of you. Customers love that.
So the bottom line is that, while we’re all in business ultimately to be profitable and hopefully fulfill our life’s purpose in the process, it’s imperative to train our people to treat customers with respect, implement customer reward programs that will benefit our customers and add value to them by being a go-to resource even when there is no immediate financial benefit. It’s the kind of love customers need and one important route to build your brand.
