Awards & Engraving

September '16

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54 a-e-mag.com • A&E SEPTEMBER 2016 By Eric Priceman THE WORLD MARKETPLACE OF TROPHIES & AWARDS Let's define what it means when we say that customers are important. If we market our businesses with a singular focus of providing products or services to an industry that we feel relate to the potential customer base we are courting, then there is certainly an ele- ment of luck involved when predicting our success, since we are using our most educated guesses on how potential customers will relate to these products and/or services. On the other hand, if we focus on what customers tell us, and actively seek their point of view, then we have a far better chance of a c h i e v i n g s u c c e s s, a s we are catering to their wants and needs. Further- more, engaging with cus- tomers on a regular basis increases the chance that they will reveal vital infor- mation that is critical to your overall success. LISTENING IS THE KEY TO CUSTOMER RETENTION Ultimately customer retention is what we all strive for in our busi- nesses, and it is impor- t a n t t o c o n t i n u o u s l y g a i n k n ow l e d g e f r o m your customer base so that everyone within your organization is informed and agrees upon exactly what elements are impor- tant in an effort to attract a n d r e t a i n l oya l c u s - tomers. We may think that we steer the ship, but we do so on the course charted by our customers. Failing to understand this course thoroughly can lead to rapid customer attrition. T here is no one more important to your business than your customer. This may sound rather obvious, for it is a given that without customers, none of us would be in business. However, if we delve way beyond that statement, there are many reasons to respect a customer's importance to our businesses. If we forget about the buy-sell relationship for a moment and focus on the other things that customers bring us, it can easily be demonstrated how they comprise the single most relevant "voice in the room" when it comes to influencing our business decision making. Listen to Your Customers THEY CAN TELL YOU A LOT MORE THAN YOU REALIZE

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