How you show that you care for your customers

Every business says it cares about its customers, just like it says it cares about its own people. Yet the gap between actions and words only reveals a cognitive dissonance that reveals an inability to stick to professed values or understand how they can be used to guide culture.

The COVID-19 pandemic is a catalyst that is accelerating a change in business that in time would have come anyway. Business culture, done right, is a competitive advantage.

That, however, requires you to be real and bridge the gap between values and actions. To do that you need to establish who you really are and what you stand for which, in turn, helps you understand what you want and how to get it.

It is no accident that “care” is a key component in a conversation. If you truly care, you are already talking to your customers. If you really care, you are already thinking how to best address their needs. If you really care then your customers already know it. And they are your customers.

If you don’t yet have customers you can truly call your own, you have a lot of work to do.