Imagine you’ve asked someone on a date, a couple of drinks in a bar nearby.
Your prospective date is delighted, “yes, would love to!” they say. See you on Friday at 8.
Friday arrives, you walk into the bar and see your date at a table. You sit down, and breathless with excitement, reveal that because they said yes to a date, you’ve gone ahead and booked your wedding, some holidays and several big celebrations.
Your date, utterly alarmed at your news, makes a sharp exit.
WE DO THIS EVERYDAY WITH OUR CUSTOMERS
What a ludicrous story I hear you say, as if that would ever happen. And yet, while it may be somewhat less dramatic (or potentially dangerous) than my example, we do that every day with our customers.
We invite them to join our database with a friendly promise of a glass of Prosecco or free side, then once they’ve committed to that first step, we assume our work is all done and undying interest, loyalty and commitment is now a given.
Which is equally as ludicrous tbh.
WHAT IF IT HAD GONE DIFFERENTLY?
So let’s imagine our dater had done things differently and spent time slowly understanding their date, building a relationship, negotiating likes and dislikes and nurturing their connection – things might be going pretty well by now, if the chemistry is right. And it’s exactly the same approach with the people generous enough to sign up to our databases. Take time to understand their behaviours, profiles, mindsets & motivations and nurture a sustainable relationship which takes nothing for granted, is highly respectful and goes from strength to strength with each passing month.
THE FUTURE
The future of marketing is connection and relationship building. You have the data to make that possible. And if you’re running a hospitality or retail business (or in any other customer facing sector for that matter), it’s frankly part of the job.
You know the drill, drop me a message if you’re serious about growing your business by being customer first.
