This Radical Redefinition of Customers Makes Your Next Business Decisions Clear
It’s tempting to limit our definition of customers to those who buy our products and services. Of course these people are customers… but they are not our only customers.
Here’s my definition of a customer:
Anyone whose actions affect your success.
You and your team members are not the only drivers of your success. You need people outside of your company to take action in order for you to succeed.
Here’s who fits this definition of a customer:
Yes, your paying customers.
Your vendors… yes, your vendors are also your customers. Think about all of the things they can do to affect your success.
Your referral sources.
Your employees.
Who else fits this definition of a customer for your company?
The stark reality of business is that you don’t create your own business results. Your customers do. Your job is to motivate customers - all types of customers - to act in ways that improve your results.
Here are four important questions for you to consider:
Who are your most important customers, considering all the different types of customers?
What do you want each of these customers to do?
Are you “marketing” and “selling” to your non-paying customers in effective ways?
Does the experience of interacting with your company motivate them to act in ways that fuel your success?
I’ve found this radical redefinition to be a very useful way to think about customers. Try it! Your bottom line will thank you.