Finding Your Customers

Not everyone is your customer.

That privilege is reserved for only those who really understand you, who get you.

Sometimes, they 'get' you a bit too well.

When you want to change something about your business - they're not inclined to agree with you.

Customers buy from you because they have a certain expectation about what the experience will be like.

And if they feel that you have not matched those expectations - they are not happy.

Thing is, sometimes you can do something about that - but other times you can't.

If you promised a particular standard or quality and you didn't deliver that - they've got a point.

You know this and you address it quickly - you apologise and correct the mistake.

Exceed their expectations with the correction, and they will leave feeling understood, listened to - like they matter.

Which is after all, all they really wanted.

But then there are customers who don't really get you - they are checking you out to see what all the fuss is about.

They are more likely to interpret your customer process through their more critical lens - not what you promised.

Complaints coming from these customers are usually more difficult to appease.

You can of course, meet their wishes.

But often, their wishes are beyond what you can deliver.

This is where you reset the expectations.

Point them to your terms and conditions (and make sure they have read them before buying from you).

Explain that these are the guidelines for interacting with your business.

Apologise for the misunderstanding, but don't change your position unless you can see that they have a point.