Understanding The Customer

Who can survive without a customer? Well…

This is is why it is imperative for organizations to find ways to
delight and continuously satisfy their customers.

In our past article, Service That Sells, we saw that customer care
is key to building customer loyalty. Here, we will discuss the
customers’ changing values and attitudes to be effectively give
them that care.

First, we have to understand that values are not quantities of
something; nor are they advantages or disadvantages of
alternatives. Values are not tastes and preferences of customers,
instead, it’s their values that form customers’ opinions, influence
their decisions, and motivate their actions – to purchase your
product or not.

So, what are these factors that affect customers’ values?

FAMILY AND CHILDHOOD. Let’s face it, from the time we were
born to our teens, our parents tried to mold us according to what
they perceive as good for us. Thus, we are no longer a “blank”
slate but thinking human beings, judging mostly according to how
we were brought up.

CULTURE. If a human being is molded by his family, a family is
molded by culture among others. As to be socially accepted, as
the saying goes, “when in Rome, do as the Romans do.”

RELIGION. This is one aspect where people in society takes a
turn. Each religion has various practices. Say, some sectors
forbid the human consumption of pork; therefore, their decisions
in purchasing are also affected.

NORMS AND TRADITIONS. If you examine each country, notice
the differences in holidays? This is part of tradition. Each country
has their own kind of celebration and reverence. So if we align
our campaigns with consideration to their “norms” then we would
be able to maximize our gains.

PEER PRESSURE. Be it at school or at work, peer pressure
contribute to customers values. If you say no when everybody
says yes, you will be left out in the cold. To be part of a group,
you need to wear the same colors.

MASS MEDIA. Technology has contributed a great deal to
influence people. Many times, mass media dictates on what is
fashionable and acceptable. So, imagine if your business is
strategically supported by this element?!


Almost everybody knows multiplication, but only few could
multiply without using tools. The point is, once you get to
understand your customers’ values, you have taken that valuable
first step in pumping blood to your business.

“You can create excitement, you can do wonderful promotion
and get all kinds of press… but if you don’t deliver the goods,
people will eventually catch on.” - Donald Trump

Take note... "To effectively understand the customer, be unselfish."