It’s the relationship between the customer and you that’s important. Regardless of whether it’s 1:1 or a one to many, focus on starting, then strengthening and maintaining, the relationship.
What’s the difference between focusing on the customer and focusing on the relationship, you ask? When you focus on the relationship, you are implying that you want a long-term mutually beneficial relationship with the customer as opposed to merely meeting his or her current needs or wants.
A relationship requires timely two-way communication. How will you determine your customers’ communications preferences? What content will you create and use when you communicate?
Relationships are built on trust. How can you get your customer to trust your employees and you?
An effective relationship means that both parties benefit over time. How can you do this fairly so that the customer believes he or she is getting an effective ROI?
Don’t be “customer-centric.”
Remember, it’s “ Customer Relationship Management,” not “Customer Management.”
If you can relate, follow me on Twitter. I’m txglennross.