Your definition of an ideal customer includes certain behaviors. Perhaps it’s the way they communicate, or refer you to others, or remove obstacles for your success. Your values and processes should always benefit (and never penalize) ideal customers.
A Tale of Punishment
A few years ago, my wife and I attended The Incredible Feast, an outdoor event in the University District of Seattle. Twenty-eight of Seattle’s finest chef’s used ingredients from local farmers to create some serious culinary delights for patrons.
In our eco-friendly corner of the country, the Feast asked us to not print out the tickets, but show up with our ID. To reduce waste, they also petitioned that we bring our own washable plates and utensils. We happily obliged on both counts.
When we arrived, we saw a long line waiting to enter. But wait, not everyone had to queue. If you had a printed ticket, you could enter directly. The line comprised people who had only their ID–as the site had requested. Hmmm.
We finally entered, surveyed the many opportunities, and visited station after station. At each one, the chef in charge was placing portions on disposable plates for patrons to grab quickly and take away. We had to wait, interrupt, and ask them, “Would you mind placing a serving on the plates we brought?” While they all graciously did so, it threw off their rhythm and had us feeling less like guests and more like inconveniences.
Somehow it all seemed so wrong. Not only was the exact behavior the market wanted not reinforced, but it was also punished.
Commit to Rewards
As a company, you must attempt to optimize the behavior you want from your customers. Reward those who act in ways consistent with your values and business model.
If you’re a service company that says you value loyalty, are you willing to give repeat customers your best resources? Or do you move them to open new business channels?
I spent many hours creating templates for client-specific Statement of Works. Though this document is the responsibility of the client, many weren’t aware of the proper format or details. By sending them a starting template, it radically decreased the time for them to submit to Procurement, and therefore to get a purchase order opened. An ideal customer opens purchase orders quickly, allowing us to start work. We rewarded them with a timesaving document to encourage that outcome.
You Got This!
Do you know the practices you want from your customers? Do you know what conduct is consistent with your values? And are you doing what you can to make it as easy as possible for your customers to act consistently with both?
Spend some time with your team producing an optimal customer persona. List the practices that help you excel at your product or service. Review and discuss how you could better honor the customer behaviors that will help you shine.
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