Every business loves customers. They want customers to come back again and again using various promotional campaigns, customer relationship management tools, loyalty programs and more but it just won’t seem to work for some.

Ever wondered why?

Ask yourself: Are your customers a source or destination?

Customers: As a Destination

Traditionally, customers are treated as the destination. It is where businesses want their products / services to land up with – in the hands of their customers, destination. It is where businesses want their brand message to hit – in the minds of their customers, destination. It is where business want response for their campaigns – the participation of their customers, destination.. you get the point.

Businesses that see customers as a destination usually develops a one-way relationship with them, in spite of wanting to build a (two-way) relationship with them.

Customers: As a Source

So, what about treating customers as the source instead? It makes all the difference. It is where businesses take time to listen to their customers – their source of feedback. It is where businesses takes into consideration their customers’ requirements – their source of ideas and innovation. It is where businesses respond to their customers positively – because they know they are the source for their business.

Businesses that see customers as a source creates a two-way relationship with them. A relationship that allows co-creation and co-promotion to take place, allows the growth of fan base and ultimately, the growth of the business itself.

Are your customers a source or destination to your business? You can make the difference!

Next: How to treat customers as a destination, not a source!