This is not so much 3 separate Cs as one rule with 3 C’s in it.  Here is my golden rule of customer intimacy:

Customers Crave Consistency.

Consistency is a comfortable armchair after a long day. It’s a familiar tune, or a fly ball to centre field. Easy.

When you’re consistent, and deal with your customers in a consistent way, they know what to expect. They grow with you, they’re comfortable with you, and the relationship deepens and develops. Remember the ‘one more thing’ of Jobs-led Apple product launches? We know it’s coming, and it sucks us in.

When you’re unpredictable, haphazard and inconsistent, customers are confused, discombobulated, frustrated. It turns them off.

I try to keep my posts consistent, to a consistent standard. It’s not a case of ‘this is getting stale, let’s change it up.’ It’s more like ‘I’m going here, it feels like home.’

For more on my consistency soapbox, see here.

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