As a consumer (a customer), I read a lot about (and try to search for myself) “the best companies in the world” – those organizations that I want to give my business to – those experiences I have exchanging something and cannot wait to tell everyone about.
I ordered a bunch of things this year from Amazon.com, and in one of their emails to me, a tagline caught me eye: “Your feedback is helping us build Earth’s Most Customer-Centric Company.”
It got me thinking about the Earth’s Best Customer in the World – could that be me? Maybe I should add that to my email footer when I contact a company about something, or place an order…”John is the Best the Customer in the World.”
What does the best customer in the world look like? Do you have a vision for YOUR best customer? Does he order a lot? Does she tell others about you every day? Does he complain? Never complain?
Organizations that identify their best customers are the most successful, and the happiest. And believe me, this applies to both for-profits and not-for-profits (I run both). Your best customers don’t have to pay for your services. Your best customers may not even know they are your best customers. But you NEED to know them – and you NEED to serve them because what they think MATTERS.