Treat Customers Like Customers

We’ve all seen the commercials and heard the radio advertisements:

At Bob’s Concrete and Lumber, we treat our customers like family.

Wrong! Treating customers like family is a nice sentiment, but it doesn’t work in practice. This idea probably comes from the “family first” mantra we’re all familiar with, but let’s be honest, when things get hectic, many people (especially business owners) put family last.

I have a wonderful family, and I enjoy spending time with them. What I love so much about them is, 1) they are incredibly understanding and forgiving, 2) they are respectful of my time, and 3) they are always supportive of my choices (and changes) in life. These are three qualities that you can’t, and shouldn’t, expect from your customers.

Customers are different from family because:

Customers aren’t forgiving, they expect (and deserve) good service each and every time
Customers aren’t respectful of your time—when they need something, they need it now
Customers don’t like change, they like consistency and predictability

When I’m a customer, I don’t want to be treated like family, because many people take their family for granted and rarely show them appreciation.

So don’t treat customers like family. Instead, treat customers like customers: show them appreciation, serve them, and go the extra mile for them. That’s the best way to show them you care!

photo credit: freeparking