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  • Peter Davidson
    Peter brings over twelve years of marketing experience for both a professional services firm and a large non-profit organization. Peter has built successful permission email marketing systems, word of mouth marketing programs and has built communities of interest around a variety of topics using blogs. He currently writes for three blogs on marketing, branding, design and technology.

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How Do You Define A Good Customer?

My sister manages a large retail business. She is often plagued with customer service issues. Often customers volunteer that they are "good customers" and "spend a lot of money here." My sister, of course, knows the stats and she can immediately size up a particular customers total sale and compare it with what she knows is her average sale value. Often the customer feels they are spending a lot of money with her establishment and their order is but one quarter of the average sale. To the individual customer it obviously is a lot of money.

So who is right? Is a customer's perception of being a "good customer" correct or are the statistics that identify good customers based on hard numbers correct?

How do you define a good customer? Do your customers know what you think of them?

Related:
Eight Ways to be a Good Customer
More on Being a Good Customer

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June 8, 2005 in award winning newsletter, Award winning publications, Blog Outsourcing, blog publish, Brand enhancement, Building B2B Relationships, Building Customer Community, Business Marketing, Business newsletter, CMO | Permalink

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Comments

Peter, you raise a good question. How about both perceptions are correct? And then there's even more room for both individuals to learn. Dialoging with the customer, a store manager can learn why he or she feels they are good customers. Then, the manager can offer ways for the customer to be an even better customer. If both sides don't honestly offer their ideas on service and the experience and then listen, what's the point of having the data?

Posted by: Chris Bailey | Jun 9, 2005 7:40:13 AM

I recently wrote an article about visioning a DREAM customer. This is how I define it:

A dream customer is someone who:

-You want to work with and enjoy.
-Needs and values the product or services you provide.
-Is willing and able to pay what you need to charge.
-Views you as an important resource - an expert.
-Has problems and goals you care about.
-Is loyal to your business and not easily swayed by competitors.
-Is delighted to do business with you!

I recently declined a potential customer because I didn't think it was a good fit. I didn't think he would be a good customer. Over time, I want customers who I like and they like me. We help each other toward success.

Thanks for asking the question.

Wendy Maynard
Kinetic Ideas: A MArketing Blog
http://www.wendy.kinesisinc.com

Posted by: Wendy Gray Maynard | Jun 9, 2005 1:25:33 PM