YspeopleExplore tab

Businesses, make me feel important




About DJC

The older I get, the less I know and the more inquisitive I get.

Unfortunately, despite a lifelong search, most of the answers elude me. That said, I love to ask the questions and fuel the debates that will ultimately lead us all to a better understanding of the big issues in life, the universe and everything.

They say that we spend 98% of our lives in our head. I for one would like to use that time as effectively as possible.


Everyone wants to feel important. Successful businesses make customers feel significant.

Six underlying consumer needs present significant opportunities for businesses and brands. These six needs, not well understood by consumers themselves, are certainty, variety, significant, connection, growth and contribution.

Can you remember the last time you called a business and the receptionist recognised your voice? Or the last time you walked into a restaurant and the owner remembered your name? Can you remember the last time you walked into a store and the attendant walked up to you promptly, greeted you warmly and provided high-quality, undivided attention?

In each of these cases, how did you feel?

I imagine you felt pretty good and inclined to buy again.

I can remember calling Lenovo because the screen on an $800 laptop I had just purchased was not working, only to be told that my expectations for service were too high. Have you had such an experience? I can remember standing at the counter in a Myer department store, while the staff member completed her stock report. Have you had a similar experience? I can remember taking an item back to David Jones and being told that taking such returns was ‘against company policy’ – and then having to remind them that consumer law supersedes company policy. Have you had such an experience?

If you answered yes to any of these questions, how did you feel?

I imagine you felt annoyed and less inclined to give the business future custom.

So, what is happening here? It is all about significance. It is all about how important, or more importantly how valued, the business and its personnel made you feel.

Feeling that you matter, that you have some significance and that your expenditure matters is important to consumers. We all want to feel that we matter, and that we, and our money, are of significance. Indeed, few things are more influential in driving repeat business and referral than the type of service that makes people feel significant.While very simple, this concept is all too often ignored. Ensuring that customers feel like something more than a number is inexpensive, However, it is one of the most overlooked consumer needs.

We have all ed the Good Guys and been told an item is out of stock – without offering advice as to alternatives – making us feel much less than significant. We have all been told by a Harvey Norman store that their delivery system is determined by the driver’s schedule which is considered to be much more important than that of the consumer – making us feel unimportant. We have all been told by Swan Taxis that regardless of our circumstances, the arrival time of our taxi is unknown (‘next available’) – making us feel insignificant and inclined to change to Uber.

We all want to feel significant, and every time we don’t, we are inclined to go somewhere else. Making customers feel significant, and even important, is a real opportunity.

Make your customers feel significant and, better still, important. Make your customer feel like more than a number – and you will drive repeat business and referral.

Banner 2
| Your rating
No ratings yet


Related stories

Do you have a canny tip for saving money.

Share your money-saving hacks here

Everyone loves to save a dollar or two when they can. Do you have any money-saving tips to share with your YsFriends?

Money
Expand
8 months ago
(Money & Business)
Because you're never too old to pursue your passion.

Your midlife career-switch advice is golden

Have you started a new business or pulled off a major career switch in midlife? We'd love to hear from you.

Money Ageing
Expand
8 months ago
(Money & Business)
Rejuvenate in Retirement.

6 ways to retire from work, not life

 

Are you ready for The Lifestyle Change? Retirement can be a more difficult adjustment than we realise.

Money Retirement Relationships Ageing Health
Expand
9 months ago
(Money & Business)
James Packer: born with a silver spoon in his mouth.

Bring back death duties for silver spooners

Why should the privileged offspring of Australia's elite inherit their billions tax-free? Let's level the playing field.

Money Business Ageing
Expand
9 months ago
(Money & Business)
Retirees have copped a rough time in recent years.

A new approach to retirement planning

I’m going to stick my neck out just a bit and say retirees have had a raw deal over the past couple of decades.

Money Retirement Ageing
Expand
9 months ago
(Money & Business)
Funeral directors prey on the vulnerable.

Funeral directors are blood-sucking leeches

Leveraging grief to up-sell expensive funerals to vulnerable families is a loathsome practise and must stop.

Money Business Family Community
Expand
9 months ago
(Money & Business)
Trickle-down economics my arse.

How big business is giving you the shaft

Are you battling to make ends meet thanks to stagnant wages and lack of jobs? Here's who's to blame.

Money Business Community Social Issues Politics
Expand
9 months ago
(Money & Business)
What impact will the eventual death of Queen Elizabeth have on us in Australia?.

What happens to us when the Queen dies?

 

As a part of the Commonwealth, the impact on Australia will be greater than you think.

Community Social Issues Politics Australia UK
Expand
9 months ago
(Money & Business)
Myer - no Harrods.

Good riddance to Myer's CEO!

And there are plenty more who should follow him. Don't these obscene executive salaries make you furious?

Money Business
Expand
9 months ago
(Money & Business)
New CBA CEO Matt Comyn.

Why 'banker' should start with a W

It's our fault that the big banks treat us with such contempt and arrogance. Time to hit back by taking our mortgages and...

Money Business Community
Expand
9 months ago
(Money & Business)

Message board

Derek, 5 months ago:
I am great
George, 5 months ago:
What's up Thomas?
George, 5 months ago:
Messages are now updated in real time on other browsers.
Thomas, 5 months ago:
Hello
Thomas, 6 months ago:
Great!
DJC, 6 months ago:
Groovy!
George, 6 months ago:
Message board active from June 2018

Have your say!

Your Great Australians

Trending stories
Blue Moraine Lake in Banff, Canada.

Some stunning Earth porn to brighten your day

A reminder of how...

(Travel) 10 months ago
Roger Federer - a gentleman and a thinker.

Roger Federer proves that wisdom aces youth

Age takes much away, but it...

(Sport & Leisure) Over 1 year ago
Italian food.

Great Italian delights

The integrity that is...

(Epicure) 7 months ago
I hated school, but felt free during the daily walk there and back.

Do you remember walking to school?

Walking the few kilometres...

(Nostalgia) 8 months ago
Choco ganache delights.

Triple-chocolate ganache cake

Three types of chocolate in...

(Epicure) 8 months ago
Weekly Poll
Photographic memories
Hizgg0vzzqvwc9xicknk
It's 35 years since the Ash Wednesday bushfires in South Australia and Victoria claimed 75 lives and more than 2500 buildings.