I just finished reading Gary Vaynerchuk's awesome book The Thank You Economy in which he makes one thing abundantly clear:
Everything is personal now.
Business has shifted so that mass media has much less power than it used to and the winners are the companies that are providing outstanding customer service and treating individual customers like gold. This is nothing new of course. Good customer service has been the benchmark of good business as long as we've had business, the main difference is that our customers can now tweet or do a facebook post that can boost or destroy a brand. Loyalty is more important than ever. What does this mean for us?
We need to work harder.
It's imperative that we take the time to get to know our customers. What are their needs, what makes them happy, what do they hate? etc. The more personalized the service and the more work we do to keep them happy, the more business will come our way. So here's the other challenge:
This will take more time.
An email blast will not do it anymore. People want to be addressed as individuals and are hungering for that attention. If you have an email list that you send out take a moment today to choose 10 people on the list and contact every one of them with a personal email asking them how they're doing, what they need, and how you can help. Post your results in the comments below, and let me know if I'm right.
Look forward to hearing about your one on one connections.