When you make decisions that respect and honor customers, you will earn their admiration and, eventually, their love. Then customers will begin to grow your business for you.
When customers love you, they'll not merely turn to you when a particular product or service is needed, but they'll turn to you first, regardless of the competition. They will tell your story, forming an army of cheerleaders by urging friends, neighbors, colleagues, even strangers.
At Yelp, Facebook, Epinions, Twitter, chat rooms, and hundreds of other websites that give customers a forum for their opinions on their experience with companies, people are not bashful about describing how they feel when they are treated well.
Customers who love you won't be able to stop raving about you. But you need to earn the right to their story first.
Rather than giving a one-size-fits-all solution (because there isn't one), my goal is to encourage you to evaluate how you make decisions in five categories.
That evaluation will help you understand what you are telling customers every day—via the actions that come from your decisions—about who you are and what you value. And it will help you correct your course, if it needs correction.
Here are the five decisions that beloved companies make that set them apart and earn them the right to their customers' stories, as well as business growth and prosperity.
Decision 1: Beloved companies decide to believe