Customers

This page will help you understand who Engaged Customers are, why having them is a sign of success, how to avoid some common mistakes, and will provide you with an overview of relationships with them.

Customer relationships and self-multiplying resources

Every business owner likes seeing resources that multiply by themselves; to see growth, profit, productivity, relationships, and revenue – everything that’s good about the organisation – growing exponentially and efficiently. Engaged Customers are one resource that can drive such growth.

Also note that although we’re talking about customers here, we’re also thinking of everyone who comes into contact with your organisation. Suppliers and vendors, partners and consultants, media and PR firms – they all notice and respond to the enthusiasm that an Engaged Organisation shows to the outside world.

Who are Engaged Customers?

They are a by-product of creating, maintaining and evolving your Engaged Organisation from within. You don’t create Engaged Customers directly. You create an Engaged Organisation, which naturally leads to having Engaged Customers – a subtle but substantial difference.

Accomplishing this is no quick win. It’s a long-term state that feeds off the energy your Engaged Organisation transmits. It’s not just about attracting new customers. It’s about maximising existing customer relationships – both at a transactional and emotional level (just like employees). Nor is it about spending millions of dollars on marketing and advertising. Instead, it’s about making every touchpoint your customers have with your organisation count, because every time they come into contact with your business they become either a little more or a little less Engaged.

“When dealing with people, remember you are not dealing with
creatures of logic, but creatures of emotion.”
Dale Carnegie

Why having Engaged Customers is important

When your customers are Engaged, their relationship with your organisation isn’t merely transactional, it’s emotional – thus making your business more predictable. That’s good, because customers know what to expect, and count on you, and tell others about you. Higher proportions of your new business will come from regular referrals from existing customers – a big part of the sale is already done for you!