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Take Nothing for Granted

On this tenth anniversary of the terrorist attacks of September 11, 2011, I am reminded to take nothing for granted. Before 9/11 I took for granted that I was safe every time I ascended one of the twin towers of the World Trade Center. I took for granted the safety of flying in airplanes (OK, I know there are risks, I just never thought that fellow passengers would pose them).

It’s easy to take things for granted, especially things that recur frequently.

In fact, some take customers for granted. Customers who repeat their purchases from you frequently may feel so true to you that you simply assume they will always be there. That is the first step in assuring they won’t.

As soon as we take relationships for granted, they start to wither. We start to do fewer of the small things that our customers really appreciate. We start to be a bit more focused on our results and not on the success of those customers. We start to put more resources serving new customers at the expense of those that have such regular frequent purchasers.

How about the assumption that frequent purchases indicates a customer’s loyalty to us? Perhaps they have no other choice. If they are taken for granted, the minute they have a choice they will become a lost customer.

Challenge the things you take for granted in your life. If you are true to yourself, the list should be a bit troubling. We can take way too many personal things for granted, things like family, shelter, jobs, friends, food, and safety. How about professionally? Are customers on your list?

About the Author

Phil Bounsall

Phil Bounsall

As president at Walker, Bounsall is focused on the development and execution of strategies and operating plans designed to enhance Walker’s position as a global leader in customer intelligence. Bounsall also works with Walker’s client service teams to help meet the needs of Walker’s clients.

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