Wednesday, September 26, 2007

You need a bit of purpose - ok.. allot!!

This week I offer my thoughts on the purpose of your business.

I have often written about the importance of purpose in life, and in business there can be no question. There is absolutely no room for confusion on this issue. The purpose of any business is to serve your customers to the best of your ability and ensure that they remain, not only customers but satisfied and loyal supporters of your business.

Sure, you want to make a profit. Of course, you want to serve your customer in ways that are convenient, satisfying and (obviously) legal and moral. But the bottom line is always the same, to serve a customer.

So the first and primary question for any business is: What exactly do you do for your customers?

Some restaurants provide meals that are fast or inexpensive, that have particular ethnic or nutritional styles, or that are conveniently located. No restaurant can be all things to all people, but every restaurant has one main purpose. McDonald's provides predictability and speed. Protea Hotels provides elegance and memories. Pizza Hut delivers pizza in 30 minutes or less.
We see this with large companies everywhere. These companies which you go back to time after time are the ones who have provided you with good services and realised a long time ago that service is the one thing which will ensure customers return time after time.

We simply spend to much of our budgets on finding new customers and not enough on getting existing customers to stay. Take a minute and work out the value of one client buying your products once a month over 25 years. Now isn't that enough to convince you that customer service is your number one purpose?

Your business has only one primary purpose. When you are clear about that, and clearly communicate it in every message you send, your business is will to grow.
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