Companies often describe their connection with customers in terms of ‘what’s in it for me’: customer loyalty, customer engagement, sales results, growth potential, top-line outcomes. It’s what the Board of Directors wants to hear. It’s what the CFO wants to hear. I would challenge the wisdom of this and turn it on its ear.
What if the connection was described from the customers’ point of view: ‘my go-to-guys’, my trusted advisors, my pipeline to new products and services, my ‘handle it’ people, my quick resolution phone call, my one stop shopping experience. How would this new point of view change the attitude of frontline people and all employees? How would it change priorities within the company? How would it ultimately then affect your top and bottom line?
Don’t engage with customers for what’s in it for you. Engage with them for what’s in it for them. You can have everything you want if you help others get everything they want.