Prove You Value the Customer

by Hugh Culver Categories: Hughs Blog 3 Comments

It’s my third time to the same coffee shop this week and, just like last time, they act like they’ve never seen me before. I’m not asking for a lot — just treat me like you value my business.

I remember when the first Starbucks opened in North Vancouver (the first in Canada), close to where I lived. It kicked butt. It didn’t take long before we were going out of our way to swing through anytime we were remotely close.

Finally a company that got it right: value the customer and they will value you in return.

People make business too complicated. It doesn’t have to be — people aren’t.

Here’s the secret that great companies like Zappos.com, Amazon.com, Best Buy, Westjet, Enterprise rent-a-car, Apple, and Nordstrom practice everyday: prove you value the customer.

Every time they make the effort to call you, visit your location or go on-line to your site you have to prove you want them back.

My plumber called to ask how happy I was with the work his crew did on my house. Guess who I will recommend to a friend?

My printer greets me by name when I arrive at their store and delivers to my office for free. Guess how often I shop around for a different printer?

My graphic designer made small changes three times to a job we were working on without charging me. Guess who gets my next job?

The oil change drive-through was efficient, pleasant and gave me a free car wash. Guess who I’m going to return to?

You don’t have to spend money to get our loyalty, just prove you care that we come back.

As for that coffee shop, I’m already eying the new one going in across the street.

About Hugh Culver

Hugh Culver co-created the world’s most expensive tours (to the South Pole), started five companies, and consults to Telus, Shoppers Drug Mart, Red Cross, and Bell. His keynotes, courses, and events teach and inspire leaders to do what matters, make a difference, and to fully show up. He is the author of Give Me a Break – the art of making time work for you.

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