What?s in a Name?

Different people call their Customers by different names. If they don't have Customers, they have Clients, purchasers, licensees, users, patients, members, franchisees, or buyers. Each of these words carries meaning to those who say them. And those meanings say something about the health and long term success of the enterprise.

What do I mean?

Take a minute to do this right now. Write down the word or phrase that you use for your "Customer". Then write down all of the connections or associations you make to that word. Write down everything that comes to your mind. After completing your list, take a look at the resulting list of words and phrases. This list speaks volumes about how you feel about and think about those people who give you money for your products and services. Would you be pleased and proud to have those people read your list?

Replicate this exercise with others on your team or in your organization. Compare other people's lists of words and phrases with your own. Then have a discussion about what you find. What do you learn from this exercise?

My Experience

While I didn't do the exercise, I came to a conclusion earlier this year. In the past, I used a couple of different words interchangeably. I talked about Customer and Clients, sometimes in the same sentence. I started to notice confusion on the faces of people on my team. Eventually we had a conversation where I learned that for others the words Client and Customer meant two different things. I learned that, in the minds of others, a Customer might buy a product one time, but a Client implied a long term relationship.

While these meanings weren't my meanings, I quickly applied them for myself. Why? Because I want every person or firm who buys from us to be a Client for life, not a one time purchaser ? and just as importantly, I want everyone on my team to be thinking that way too.

Just this week, I read a quote from Harris Ginsberg, IBM's director of global executive and organizational capability who said, "A customer is transactional. A client is somebody with whom you have a longstanding relationship and a personal investment."

Apparently others agree with my team's definitions.

Your Conversation

The names and labels matter, but not as much as the common definitions. If you are in a medical practice it is fine to use the word patients, as long as everyone on the team has a clear understanding of what that means and how important patients are within your practice.

Once you've had a conversation in your organization about the language you use and definitions you share, as a leader you need to solidify and communicate the right definitions and meanings for your organization so that everyone is truly on the same page.

Here are some specific steps you can take once you have opened this conversation:

1. Talk to people about how important the Customer (Client, etc.) is to your business. (How important are they? Make sure that every person understands that the people that purchase your products or services that write their paychecks ? they are that important!)

2. Discuss how you want these VIPs to experience your organization.

3. Talk about work processes that may be keeping you from providing that kind of experience and service.

4. If your Customers are typically one time buyers, think about what you can do strategically to change that.

5. Review everyone's daily routines. If your goal is to develop long term relationships, then make sure your daily actions are in step with this goal, and that your language supports these goals.

The words we choose are the words we use and they play a powerful role in our beliefs and actions. I encourage you to think about your Customer language. If there is a disconnect within your organization, this exercise can begin to close those gaps and improve your results. If everyone does agree on terminology and meaning, these questions will re-invigorate your efforts to make your Clients/Customers/Purchasers yours forever.

p.s. I've capitalized the word Customer throughout this page to let you know how important Customers are. Capitalizing the word is just one way we can remind ourselves of the great importance Customers have for our businesses. After all, without them, we wouldn't be in business.

Kevin is Chief Potential Officer of The Kevin Eikenberry Group (http://KevinEikenberry.com), a learning consulting company that helps Clients reach their potential through a variety of training, consulting and speaking services. Kevin publishes Unleash Your Potential, a free weekly ezine designed to provide ideas, tools, techniques and inspiration to enhance your professional skills. Go to http://www.kevineikenberry.com/uypw/current.a sp to read the current issue and subscribe.

---

Doors by Catering to Your Clients

Clients? they are the most important influence in the success... Read More

How CRM Software Works -- Creating Customer Satisfaction with a Click

When people ask, "What is CRM?" the literal answer is,... Read More

It Is All About Customer Service!

In this day of terrible customer service, it should come... Read More

Clients?Do You Really Need Them?

Running a successful business takes a lot of energy and... Read More

Becoming A Solution To Your Customers Problems

Those of us in home based and small businesses are... Read More

How to Walk the Floor and Talk to Customers

This may seem a strange topic to introduce. Yet, it... Read More

Communicating Value

Abstract: People buy for their reasons, not yours. This article... Read More

Dissatisfied or Rude Customers Can Be Satisfied Customers

On a recent airline flight I was an upset... Read More

My Child Has Opie Eye!

7:00 a.m., the silence in the house is broken by... Read More

Make Your Customer Your Friend

The simplest way to describe a 'durian' (pronounced doo-ree-ann) is... Read More

Why You Should Always Honour Your Guarantees - Even When The Customer Is In The Wrong

The Reason Why Direct Internet Marketers Have To Work So... Read More

Got A Consumer Problem?

Millions of people, just like you, end up with a... Read More

Write a Business Thank-You Note

Have you seen that thing on TV where the gal... Read More

What Exactly is Customer Relationship Management?

The defintion of Customer Relationship Management (CRM) that I favor... Read More

Handling Customer Complaints

Even the best business will receive an occasional customer complaint.... Read More

The Nine Principles of Customer Service for the Travel Industry©

If you want to learn how to get your clients... Read More

Dealing with Difficult People

1. Don't get Hooked !!!When people behave towards you in... Read More

Why Communication Skills Dont Work In Customer Service

Every time my firm conducts communication skills training, we know... Read More

Customer Service and The Human Experience

Historically, customer service was delivered over the phone or in... Read More

Loyalty Programs May Keep Customers Coming Back ? But First You?ve Got to Earn their Trust

Remember trading stamps? If you're over 40, chances are you... Read More

E-Business?s Best Friend: eCRM

From Ebay to the smallest home-operated start-up, e-businesses of all... Read More

Be the Customer: See Yourself as Your Customers Do

What do your customers experience when they interact with your... Read More

Do You Want More Profits? - Follow The Golden Rules Of Providing Good Customer Service

Last night I was at my computer and a Skype... Read More

We Got It Wrong: Never Under Promise & Over Deliver

You know how it is, you believe something for so... Read More

Increase Sum in Your Check Account with Follow-Ups

We'll be examining what makes follow up to prospects/customers so... Read More

Sales Marketing: 10 High Impact Ways To Improve Your Customer Service

If you want to last a long time in business... Read More

One of the Secrets of a Great Customer Experience

A few weeks ago we conducted our annual "Customer Experience... Read More

We Sell For Less and Our Stores Are a Mess!

What kind of image do you present when marketing your... Read More

CRM = Customers (dont) Really Matter

CRM was supposed to bring companies closer to their clients.... Read More

Customer Conversion Mistakes That Will Cost You

The following are common mistakes that Sales Managers and Owners... Read More

Customer Service and Marketing that Works

Go into many businesses today and try and get service,... Read More

The Added Value - Is YOU!

If there was a restaurant in your town that was... Read More

Courting Customers - From First Date to Marriage

Landing a new client is like courting a potential spouse.... Read More