What if the entire success of your business depended on one customer, and one customer alone? What kind of heightened focus would you have on delivering the best all-around brand experience possible to ensure that customer remained your customer?

It’s likely you have tens, hundreds, or even thousands of customers. From a day-to-day business standpoint, it’s hard not to approach your customers as a group. But the reality is that behind each of those customers is a single individual or multiple individuals who is/are responding to your brand (and that of your competitors) positively or negatively, based on how the brand’s touch points are delivered. And, with every brand interaction you orchestrate, they’re deciding to remain your customer or move on.  

In a previous post, I referred to former Starbucks CEO Howard Schultz’s book, Onward.  In it, Schultz made an interesting observation about the problems plaguing Starbucks which lead to a focused brand revitalization in early 2008: company management was consumed with managing the big behemoth into which Starbucks had grown rather than focusing on the “ones” (the individual neighborhood stores and customers) which actually drove its business. Starbucks had simply forgotten that the ones add up. To fix this, Schultz dedicated himself and the entire organization to refocus on the “ones” and improving the delivery of the smallest touch point details that make Starbucks uniquely Starbucks. 

So, what if one customer — one person — was responsible for the success or failure of your business? How different would the brand experience be that you deliver? How much closer attention would you pay to the various brand touch points that make and keep that customer a customer, and that make your brand distinctively what it is?

Something to ponder over your next cup of coffee. Need company? Give 34 North a call and we’ll ponder with you. We’ll even buy.

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