Getting personal – How knowing customers well makes your business viable…

So here is the thing – I buy 1 coffee every day, takeaway.  It’s my treat. I buy it from the same café everyday, even though there are 3 great cafes within arms reach of each other. I buy it there not only because I like their coffee but because I like the fact that they know me.  They know what I like. They make it when I walk in without asking, even when there is a queue.  If I walk in with a friend, they will make eye contact and ask if I am having my usual or am I staying today. They know my kids names. They give them a marshmallow.

So I spend $4.40 with them 365 times (give or take a day) every year – $1,606. I see the same people in the café everyday. They also know these people’s names and what they want without asking. And in return these people also spend at least $1,606 per year. Which by itself isn’t a lot, but added up makes their business viable. We are the regulars and collectively we keep the doors open. This is customer relationship management (CRM) at its purest.

Does your organisation look after your regular clients / customers who may be small, yet collectively are big?

Written By Nicola Bond



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