Bonding with Customers
Bonding with customers is about the shift from 'Service' to 'Impact'. Service helps customers...but Impact changes their future. Service is not a differentiator...impact is. Service does not require the uniqueness and deep commitment of an individual...impact does. Service does not maximise revenue and profits...impact does. Bonding with customers can best be explained by exploring the following statement. 'I know I have a Unique Future when my Customers rely on me for their Unique Future'
Every business and employee is enthused by a future that reflects their unique shape - it's how we're made. Every customer wants the same thing. Business provides the opportunity for mutual fulfilment. We can have confidence in our economic future when we know that what customers are relying on us to do for them is 'strategic' to them.
Bonding with your customers and therefore your business itself must be very personal for everyone involved. If it is not, there is no passion and no uniqueness, and therefore no impact and no reliance by customers. Customers are up for grabs by your competitors, and so is your income and profitability. Only when 'Impact' is your measurable non-negotiable standard will your customers 'bond' with individuals and teams in your organisation who Impact (Strategically Advance) their current and future results, through novel and innovative solutions to the business challenges they face. This requires a distinct shift from merely providing a service, to creating a lasting impact by adopting strategies that ensure the shift is made.
Customers' Dreams
Being close enough to Customers to understand their dreams (what is really important to them that they don't usually verbalise to others). Customers' deepest business needs represent your biggest opportunities, but they are only shared with people who they trust and are close to.
Strategic Craft
For your customers to rely on people in your organisation in the way described above requires that they regard those people as specialists with critical and strategic value. This means they must hone not just their skills but also their attitude, their discipline, and experience to a 'personal brand' that customers want to 'buy'.
Strategic Alignment
Customer bonding also requires your organisation to be nimble and flexible in re-aligning itself to the constantly changing needs of your customers. This is where your new opportunities and profits are either gained or lost. Your business's eyes, ears, feet, hands and heart are in your people not your strategies. If your people are not strategically aligned, then neither is your business.
Innovative Solutions
Frequently surprising your customers with new and innovative solutions to their problems keeps them expectant and open to your next move. It also keeps competitors out. If your business has nothing fresh to offer it cannot create fresh revenue streams, and existing ones can be redirected to competitors.
Dependency
Real customer dependency is when a customer would experience a serious setback without your company's specific contribution, and this can only be achieved through bonding.
