The customer ‘‘trends’’ that matter most today are individual changes in the individual lives and desires of each of your customers.
Although I write a lot and give quite a few keynote speeches to conferences and businesses about the trends in customer desires and expectations, I want to concede something rarely admitted by business trendspotters: The most important changes to keep track of as a business owner are the individual changes happening to each of your customers.
Is your customer richer than the last time you worked with her? Poorer? Recently single or newly married? Does she have a new pet or is she grieving for one that has died? No matter how big you grow, or want to grow, as a company,
individual customers buy from you, not assemblages of customers, not
slices of a market.
Being aware of underlying trends in the marketplace is essential for the success of any business that relies on significant numbers of transactions and on forward-looking planning. But learning to treat individual customers truly as individuals, honoring individual preferences unique to that customer, is even more central to business success.
Micah Solomon, author of “High-Tech, High-Touch Customer Service“, is the business keynote speaker, author, and customer service expert termed by the Financial Post ”a new guru of customer service excellence.” Solomon is a top keynote speaker, strategist, and consultant on customer service issues, the customer experience, and company culture — and how they fit into today’s marketing and technology landscape. An entrepreneur and business leader, he previously coauthored the bestselling “Exceptional Service, Exceptional Profit“
© 2012. Portions may have appeared in Micah’s earlier writings in a somewhat different form.
Micah Solomon • Author-Speaker-Strategist • Customer Service – Marketing – Loyalty – Leadership
See Micah in action — including video and free resources — at https://micahsolomon.com. Or, click here for your own free chapter of Micah’s new book, High-Tech, High-Touch Customer Service (AMACOM Books) and Micah’s #1 bestseller, Exceptional Service, Exceptional Profit: The Secrets of Building a Five-Star Customer Service Organization