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Scott McKain

I was sitting in my local Starbucks, staring at my laptop wondering how to begin this blog. Then, as I looked around me, I noticed my fellow customers – students studying, Moms taking a little break, professionals such as myself getting a little work done outside the office on a wireless high-speed Internet connection and couples on their way to or from a day of golf – and it struck me.

Right now, I am a customer at a coffee shop. So, I came here to get a cup of coffee, right? Well, yes and no. I certainly have the coffee I purchased sitting next to me – however, what I REALLY wanted was that…and much more.

Are you certain that your organization is offering what your customers crave?

Sure, the Starbucks example has been used way too often – but you have to admit that they DO understand that what their customers crave isn’t merely a cup of coffee, no matter how complicated or sophisticated the formula. And, that is the great lesson that all organizations need to understand.

Customers want to have a connection with the organizations and the people with whom they do business.

The deeper the connection — the deeper the loyalty. The more tenuous the connection, the more the customer is looking for someplace else to do business.

You may have a remarkable product or service, however, if you cannot provide a compelling reason for a customer to do business with you, then you do not deserve a dime of the customer’s money. What’s compelling about doing business with you and your organization? If you cannot answer that – and answer with a degree of passion — you probably don’t have a connection with your customer.

The important point is that your organization can establish greater connections with your customers, provide them what they really want and grow your business – all without expending significant amounts of money. This is more of an exercise in commitment and execution than budget. It’s having the right philosophy about what your business really is all about!

Your goal for the future needs to be to focus upon how LOYAL your customers are to you! And customers become loyal to distinct organizations that create an Ultimate Customer Experience! (TM)

Scott McKain is a popular business thought leader and speaker who uses innovative theories and conceptual framework to highlight the importance of customer service. More information on Scott’s speaking availability can be found at Speakers.com.