Archives for posts with tag: Consistent

The 3 C’s of Customer Intimacy

August 12, 2015 //
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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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Categories Customers, Marketing, Sales, Strategy

Consistency, Consistency, Consistency

March 6, 2015 //
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The first law of retail in the pre-Internet era – so it’s still valid for over two-thirds of global retail trade – is location, location, location.

The first law of communication, leadership and business relationships, is, to this writer’s mind, consistency. If you are consistent in your dealings with people, then it’s easier for them to be aligned with you in terms of expectations. They know what they’re getting from you and this helps them save time and money in the long run. Your consistency makes them more productive.

If you’re inconsistent, they don’t know where they stand, they can’t plan properly and they can’t make progress smoothly. No-one finds the maverick or the loose cannon that easy to work with when there’s so much at stake.

You should be predictable and constant for all the right reasons with the people that are important to you. They will appreciate you for it and come back for more.

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Categories Communication, Customers, Language, Marketing, Sales