The “Customer” is Queen, satisfy her!

When a company thinks about its customer most only consider the customer that purchases their product or service. With that thought they also create Experiences, whether negative or positive, for that one customer type. That experience, when it’s positive, normally centers on creating an environment that encourages a customer to buy, buy more or refer someone else to buy. This strategy is a one dimensional as it only pin points one customer type. However, in most organizations there are at least three different customer types; Purchasing Customer (Queen), Supporting Customer and Strategic Customer. In some cases there is also an Investing Customer.  In order to ultimately satisfy the Purchasing Customer the organization must have an Experience to satisfy the other customers as well.

Creating one Experience that encompasses all the customer types is suicide. Though many Experiences may be similar in nature it must be a key difference in order to satisfy the unique customer type and their ulterior motives.

Let’s look at the four major types:

Purchasing Customer: This customer is the basis of growth and actually the “Queen” customer. Experiences created for this customer must be produced to satisfy the emotional need of purchasing a product or service and their logical reasoning for purchasing it. It is important to create an Experience that satisfies their need to talk about their purchase to others.

Supporting Customer: This customer is the employee of an organization, the “King” customer. In order to create a Profitable Experience for the Purchasing Customer, the “Queen”, it is important that the Experience created for the Supporting Customer is built around Team Work and Individual Growth. If the Experience for this customer is not satisfied an organization risks the chance of creating a Positive Experience for the Purchasing Customer. To neglect this customer is to neglect company growth and increase employee turnover.

Strategic Customer: This customer is usually a provider or vendor. Referrals from strategic relationships are a huge deal these days. Vendors have a vested interest in an organization especially if the vendor has a single product that it delivers. If the organization stays in business then the vendor prospers as well. Experiences created for this customer group centers around team work, communication and empowering the vendors to refer business. This will also result in higher service quality which could result in better product and pricing for the organization.

Investing Customer: This customer is your investor. The Experience for this customer must center on creating an emotional and logical reason for this customer to increase their investment or bring other investors to the table when needed. The Experience for the Investing Customer is not as emotional as the Purchasing Company however there is an emotional side to this logical customer type.

Once organizations begin to identify each customer type applicable to its business, create an effective Experience for each type their marketing investment will decrease and productivity will increase in a record amount time and their pool of satisfied Purchasing Customers will be unlimited.

How to Create a Great Experience

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I am an avid fan of companies that provide incredible experiences for their customers. Although all companies provide experiences, not all experiences are positive. In an effort to assist companies build positively amazing experiences that will get people talking, here are 5 main points to consider:

Find your cause – This is the basic step in building your foundation. Your company’s cause will help determine if you are aligned with the right team and customer base. Without your cause nothing else will matter.

Study – Find out the various ways that your customer base is using your product or service. What does your customer like about your product or service?

Research – Learn what your customer would like that you or your competitors are not currently delivering.

Strategize – Develop a method to deliver what your customer likes and what your customer wishes that you or your competitor would deliver that you are not currently delivering.

Deliver – When delivering find ways to engage your customer’s 5 senses. People are emotional buyers and the fastest way to stir up emotions is to tap into their sense of smell, taste, touch, feeling and sight.

People do not talk to others about your products and services until they can connect it to an experience that has slapped them in the face. Unfortunately, this fact is true for a negative experience as well as a positive one.

How Vomiting Can Cost You A Lot Of Money.

VomitWhat would happen if you walked by a fast food restaurant  and suddenly a person working at the restaurant rushed out the door to give you information about the items that they have to offer? As soon as you open your mouth to ask a question the person talks over you and continues to attempt to convince you to dine with them. How would you feel about the restaurant and its employees? What would make you decide to try them out despite their brash approach and your need to get to where you were going in the first place? What would have happen if the employee started a conversation and gave you an opportunity to try them now or come back later?

I’ve noticed lately that a lot of businesses seem to vomit on their prospects and current customers with tons of  information. This happens when a business assumes a need instead of probing for one. If businesses and their representatives begin to ask the right questions, prospects will begin to tell the businesses what they would like to buy and how they would like to buy it. Everyone likes to buy however no one likes to be sold to.

Start paying attention to needs. Find out what you prospects truly like and not specifically what you like for them. If you continue to throw-up on your customer then someone will come along and clean your customer up for you and develop the relationship that you should have developed. It doesn’t stop after the first sell. Needs are always changing and so should your offerings and your relationship with your customers and prospects.