Your customer is a privilege, not a right

Posted on January 28th, 2010 by Eric Dodds and currently 11 commenting.

*Photo by Alyssa via her Flickr.

Whenever I hear  people talk about how to view and treat customers, a memory comes to mind that was burned into my head: In my first few weeks at Brains on Fire, I remember Robbin leaning back from her desk, looking at me, and almost yelling, “Eric, I’m going to scream if I hear the words ‘Cost Per Acquisition’ one more time – these are REAL PEOPLE, not just numbers!”

I was reminded of that story the other night I went out to hear local band Andy Lehman and the Night Moves. Andy didn’t say much during the show, but the one thing he did say really caught me off-guard – and made Robbin’s words echo in my ears.

“I think a lot of bands have it backwards these days – somehow they get to a place where they think that the audience should thank them for playing. Well, it’s the other way around. I want you to know that it’s a privilege for me to be here – for you to take time out of your night to come and hear us play a few songs, and we’d be honored if you joined us on our journey.”

Andy didn’t look at the crowd and calculate his estimated takeaway in CD sales – he looked at the crowd and saw real people who were there to hear good music – people he could inspire. And he thanked them for giving him that opportunity.

No matter how great or unique you think your agency, company or product is, it is still a privilege to serve the customer who has chosen you out of a sea of unlimited choices and given you the opportunity to rock their world. And the opportunity to rock your customer’s world should never go to waste.