The customer can be closer than you think

In this article, Derek Stockley examines a key point about relationships with customers - they can be closer than you think.

Being close to the customer

One of my sons had some interesting experiences when he was delivering prescription drugs for a local pharmacy (drug store). Most of the customers were elderly or with limited access to transport, so they relied on the home delivery service.

Even at the age of 15 he noticed how some of the customers seemed to "dress up" and/or look forward to his visit. Some of his "regulars" even offered him a drink.

He was astute enough to realise that he was an important part of their lives. He might have been the only person they had seen that day.

The relationship with the customer

Sometimes your customers have a strong relationship with you. They may not realise it. It may in part be due to something more than the product or service you provide. It could be because of the personal benefit or value attached to your product or service. It will probably be related to your personal contact with them.

This relationship can be important to you. It probably guarantees ongoing contact and business.

The relationship is certainly important to your customer. They have a strong attachment to your product or service. More importantly, they have a relationship with you personally.

It is like a friendship which needs to be cared for and nurtured.

Online customer relationship management

The situation described above can easy occur in an online environment.

Personal email exchanges can quickly develop a form of relationship.

One of the key internet products I use is a website statistics package. It provides vital information about why visitors come to my website and what they do. The information gained allows me to adjust and add to the information and services provided on the website.

I have now used the statistics package for over 21 months. During that time I have had regular email contact with the same helpdesk person. Initially, it was to query various aspects of the product. Later it developed into exchanges about possible changes to report formats and the like (which have been implemented on my suggestion). I have also included general, more personal comments, including a request for local information (he is overseas).

To him, I am one of over 10,000 customers. To me, he is my principal contact with an important business partner.

Summary

Customers can develop a relationship with you that is strong and long-lasting.

It will probably be based on how you respond to them on a personal level, in addition to the product or service you provide.

It is important to recognise the possibility of such relationships developing. It is vital that all dealings are courteous, efficient and effective, as the customer probably has high expectations that have to be met every time.

Your comment

If you have a comment you would like to make, or would like to share a similar experience, please send the comment to one of the email addresses listed below.

More information about the website statistics package mentioned in this article can be found here. As you will see from the article, I am very enthusiastic about the package!

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Derek Stockley - Human Resources Development and Performance Management Consultant

Chirnside Park, Melbourne, Victoria, Australia