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Everyone speaks of the power of the customer today. Despite this it is shocking how companies- and pretty big ones at that- get so carried away with their day to day business that they forget the most important person of them all- the customer!

I came across some very interesting material from Christopher Carfi , co-founder of Cerado who created “The Social Customer Manifesto”.

Carfi outlines 11 key directives of today’s connected customers:-

  • I want to have a say.
  • I don’t want to do business with idiots.
  • I want to know when something is wrong, and what you’re going to do to fix it.
  • I want to help shape things that I’ll find useful.
  • I want to connect with others who are working on similar problems.
  • I don’t want to be called by another salesperson. Ever. (Unless they have something useful. Then I want it yesterday.)
  • I want to buy things on my schedule, not yours. I don’t care if it’s the end of your quarter.
  • I want to know your selling process.
  • I want to tell you when you’re screwing up. Conversely, I’m happy to tell you the things that you are doing well. I may even tell you what your competitors are doing.
  • I want to do business with companies that act in a transparent and ethical manner.
  • I want to know what’s next. We’re in partnership…where should we go?

Carfi wrote “We need to build it out together with stories, comments, criticisms, debate and insights. There are no spectators anymore. Participate.”

There is so much power in Carfi’s list. You and I can relate to it so easily.

I added a few more to the list by way of a comment:

1. I want you to remember me
2. I will tell my complaint just once.
3. I have more choice than ever before and I intend to use it!

You can take your customers for granted at your own peril!

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This is the 112 th of the “A Step A Day” series : To provide perspective and provoke thought to facilitate self-development across a wide spectrum of issues- big and small- crucial for executive success