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What's Your Customer's Value in 2017?

customer gratitude

The One Thing You Need to Know about Customer Value

I have a constant Twitter and Facebook feed of amazing articles telling me how to market to more clients, get more results, maximize my brand, etc.  but I’ve yet to see one article telling me how to actually value my customer.  

Now granted, I’ve purposely subscribed to these types of feeds because I want to grow my business just as much as the next guy.  However, I’ve had to take a pause and look beyond the myriad marketing methods and look a little deeper into the heart of my own business. 

What I’m reminded of is the fact that the methods are meaningless if my customer is nothing more to me than an email address and a dollar sign.

Oh, I know my customer’s value (noun) in monetary terms but that’s not what I’m referring to.  What I want to know is what does the action of truly “valuing” your customer look like?

Webster’s verb definition for “value” is “to consider or rate highly”.  Synonyms listed are “prize” or “esteem”.  When was the last time you “esteemed” your customer? Not for the profit they generated for you, but for their worth as an individual?  

“Wait a minute now, how would I know what their worth is as an individual?  That would mean I’d actually have to get to know my customer as a person, right?”

Maybe, but you don’t have to know everything about a person in order to value them. Think about your last interaction with a customer.  Even though that person may represent a large company who ultimately is your customer on paper, the person you deal with directly is really your customer.  

When was the last time you sincerely thanked them for doing business with you?  
When was the last time you sent them a ‘thank you’ card for being a great customer?
Have you ever referred someone to your customer that could benefit from their product or service?

These are all ways you can “value” your customer and it’s as simple as just showing gratitude.  Your action of gratitude meets your customer’s unspoken need to be and feel valued.

"The deepest craving of human nature is the need to be appreciated."
William James

What other ways can you show a customer that you value them?  

I challenge you in 2017 to ask the better question about your customers: “how can I value them?” vs. “what is their value?”.

If you do, you’ll find that meeting their “need to be appreciated” may in the end make them a better customer, and that’s a win-win.