Over the past several months I've done a lot more shopping than ever before. And I find myself gravitating to the same places--Dan's and Wild Oats for groceries, Home Depot and Costco for everything else. They have earned my business over time, by keeping their stores neat and clean, having the products I want, being generally pleasant and helpful and never offending me. And so I am a loyal customer.
"Customer" is derived from the word "custom," which is "a habitual practice." We often don't think about it that way anymore, as we shift from store to store based on who is having a sale. But I take a little delight in being old school, and I like it that I am learning my way around these stores, and that I recognize some of the employees, and after only a few months some of them recognize me as well.
I think businesses would be wise to rethink the classic definition of customer. It's easier and cheaper to nurture and strengthen your relationship with a customer than it is to attract new triers with price and promotions. Peter Drucker once said that the purpose of a business is to create and keep a customer. That's a good choice of words, I think. Create a customer.
No comments:
Post a Comment