The Customer’s Always Right? No, The ‘Right’ Customer’s Always Right!


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We’re often told that the customer is always right. I prefer to think that ‘the right customer is always right’.

Here’s an example of a business that seems to be living this mantra. Staniforth’s Bakers in Hoyland, near Barnsley, have put up a sign that ‘politely’ tells customers not to be on their mobile phones when it’s their turn to be served – if they are they won’t get served!

One of the staff who work there, Dawn Marsden, was quoted as saying “We just don’t serve the customers. It’s ignorant being on the phone while you’re getting served.”

Apparently the ‘rule’ has gone down very well with lots of their non mobile phone chatting customers agreeing with them.

3D businesses do what we call ‘Choose ‘Em Or Lose ‘Em’ – they identify and focus on the customers that they want to work with (It’s an ingredient of Characteristic #2 Establish A Dramatic Difference!) They also aim to get the ‘behaviours’ that they want from their customers by ‘educating’ them to help them get the best from what is being offered (for example, those that pay on time (those that pay!))

Staniforth’s seem to be certainly living this – they’ve identified those customers and are ‘rewarding’ those customers who display the behaviours they want – they are also ‘challenging’ those that don’t.

So, 3 questions for you:

  • Do you give your ‘best’ customers preferential treatment?
  • Do you challenge and ‘educate’ your customers so that they can get the best out of your business?
  • Do you actually know who your ‘best’ customers are?


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