The “one customer” that shouldn’t be ignored

I was really young when I watched the “one-customer” TV advert by Sterling Bank. I didn’t understand the concept but I knew it was an amazing advert. The advert carried such a powerful message that all businesses should adopt.

The one customer concept does not necessarily mean you have one customer in your business, it means that you treat every customer like they are the only customer. Remember when you thought about your business idea; when you decided it was time to start; when you started; your first sale; and most importantly, who you made that sale to. Every milestone mentioned above was a crucial part of your business, but the “who”, was when you probably realized your business meant something. If you started a business that was difficult to acquire customers, that first customer would have meant the world to you. You’d probably have treated that customer like he/she was Royalty.

That one customer is a vital part of the business. Studies have shown that 88% of consumers placed the highest level of trust in word-of-mouth recommendations from people they know. One customer can generate huge sales in your business without you even realizing it. This is one major reason to treat one customer like royalty. Apart from giving that customer a royal treatment, you should make that customer fall in love with your business.

The “one customer” Employee

The key factor of making a customer fall in love with a business is the people that work in the business.

63% of consumers who said they would tolerate inconveniences inflicted by certain companies or brands because of superior customer service provided by the company. This superior service is not achieved without internal customers. The internal customers, in simple terms, are employees and managers.

When businesses talk about customers, they forget the internal customers (the employees). They are the key to royalty service delivery. It is paramount that in the hiring process of employees you lookout for people with a passion for exceptional service delivery regardless of whether the employee will be facing customers or not. This is the first step to customer royalty treatment.

Here are a few tips for treating your employees well:

1. Communicate with them often in a respectful manner.
2. Lead by example.
3. Ask for feedback.
4. Recognize their work and accomplishment, provide incentives and rewards.
5. Ensure a positive and friendly work environment for them.
6. Welcome their ideas and listen to them.
7. Develop a relationship with them. Learn their key strengths with respect to knowledge, education, and skills.

Employees are the backbone of the company and are responsible for keeping business running. They are the ones who are mostly responsible for serving a Royal customer. While trying to provide exceptional services to your customers, ensure employees are considered in this process. They are also your “one customer”. Treating them like they are Royalty ensures that the external “one customer” receives the royal treatment.