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.

---

Debt Elimination Scam

May people these days have a problem with mounting debt.... Read More

Customer Service and Call Center Outsourcing, Whats The Buzz?

The buzz is all about customer service and call center... Read More

5 Ways Customer Service Managers are Implementing to Increase Customer Focus

According to a Forum Corporation survey of commercial customers lost... Read More

Modern Call Center Solutions - Keeping in Touch is the Key

Call center solutions solve a range of age-old problems. As... Read More

Cheap To Keep

You've heard it all before when it comes to stats... Read More

We Got It Wrong: Never Under Promise & Over Deliver

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

Raising The Bar For Online Magazine Subscription Services And Customer Service

After years of flying below the radar in the magazine... Read More

Your Voice Print

"Mountains are built one pebble at a time and climbed... Read More

Learning from Your Employees and Customers Complaints

Listening to complaints, whether they're reasonable or not, is a... Read More

Create Win-Win Deals With Your Competitors

In the competitive world of the 20th century, we generally... Read More

Marketing as a Spiritual Practice

"Marketing as a spiritual practice." It sounds contradictory ? how... Read More

11 Moments of Truth

These moments come when a customer or client?1. Hears someone... Read More

4 Easy Steps to Better Online Customer Support

Customer support is very important when you're running a business,... Read More

What Every Employee Should Know About Putting Positive Phrases Into Customer Service

If you were a customer on the telephone with a... Read More

The 3 Rs of Customer Service

What I am about to tell you may seem very... Read More

Cultivating the Trust Factor

In today's highly competitive economy, it is difficult to maintain... Read More

From Disgruntled to Champion - How to Turn an Unhappy Client Into Your Best Customer

It's a salesperson's worst nightmare- the phone call that comes... Read More

Add Value - And Kill Mediocrity in Customer Service

There are two kinds of customer service we all experience... 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

Five Tips to Calm Cranky Customers

1. Tis the SeasonRecognize that everyone is frazzled during the... Read More

Restaurant Owners ? How Important are People Skills?

You are serving great food. Your establishment is new, spotless... Read More

Outsourcing: The Unspoken Costs

Outsourcing seems to be the new-new thing and approximately 50%... Read More

Foolproof Customer Service Strategies (That Only A Fool Would Try!)

Ever notice how customer service varies from store to store?... Read More

Making The Most Of Newsletters

Newsletters can be wonderful tools for communicating with your customers... Read More

Customer Satisfaction Is Your Business

Regardless of what business you are in - you are... Read More

Hit The Jackpot With Customer Complaints

Our most powerful instinct is to avoid customer complaints, but... Read More

Astonish your Customers With These Customer Service Tips

Customer service today is getting worse. Win customers over and... Read More

Is your Online Business Customer-Friendly?

Customer service is increasingly seen as one of the most... Read More

Retail Store U-Scan Machines: Self-Serve or Voluntary Part Time Job?

Do many of us realize that we are working an... Read More

The Logic of Emotion!

Homebuyers are an interesting study. Watching people make their home... Read More

The Death of the Loyal Customer

One of my classes in management focused on the repeat... Read More

4 Things Your Clients Want From Your Company

Sure, all clients are different. They have different kinds of... Read More

In the Villa of the Sick Cat -- A Lesson in Customer Care

If you're a pet owner, you know the stress of... Read More