Business is all about relationships. At a minimum, a customer hopes to do business with an organization she can count on. She pays good money for the goods and services we provide. So our goal should be to give our customers the feeling that they "know, like and trust" us?
Perhaps it would be helpful to look at this from the opposite perspective. Do you know, like and trust yourcustomers? You want them to know, like and trust you, so aren't they entitled to the same? You want them to be loyal to you, but do you behave in a way that lets them know you're loyal to them?
Imagine for a moment I am your customer. I want you to know me. I want you to know who I am when I walk through your door. I want you to recognize me. I want you to remember what I bought or ordered the last time I was here.
I want you to like me. Sure, you probably like that I give you my hard-earned dollars for whatever it is you sell, but I want to feel as if you genuinely appreciate me for the business I give you.
