7.5 Key element for success: know your customers
There are two general types of customer knowledge. The first type is knowing customers generally in terms of their service or usage patterns. The second is knowing the customer as an individual because of the contact that you have with them.
While larger businesses may rely more on general customer information because of the number of customers and the complexity of their composition, smaller companies can often get to know their customers as individuals and introduce a more personal approach.
Viewing your customer, as a human being with families, jobs and personal concerns is not just a source of revenue - it sets you apart. Remember, of course, that there are some customers who do not wish to be known on a personal basis.
We will place much more emphasis on knowing your customer and anticipating needs as we work through this section of the subject. Who are they? What is of interest to them? What will make them motivated to use the service again and then again? What will make them satisfied? Overwhelmed?
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