Chapter 22: Starting From Scratch

Richard Brock

Developing a Profitable Customer Relationship

Developing profitable customer relationships is the key to business success. Profitable customers appreciate what you're doing for them and will serve you in return. Great products, great companies and great business leaders are defined by their ability to develop profitable relationships. As a CEO, I find most of my time and energy is devoted to acquiring and maintaining relationships, which will serve this company beyond the life cycle of our current solution. These relationships are truly the lifeblood of our existence.

But, to properly develop profitable customer relationships and achieve the blue ribbon of customer success - customer loyalty - a company must start from scratch. Competitive and product principles need to be evaluated and aligned. Employees must understand that a job well done is only well done if it benefits the customer's business and the customer relationship. This means teaching your employees how to understand the customer, their business processes and their customer acquisition strategy.

The introspection required to acquire and develop loyal customers is arduous, but it is the methodology by which your company differentiates and succeeds in the marketplace. Anyone can have customers, and it's even possible to have customer relationships. But, a company with a long-term market strategy can't simply be a vendor - they need to be a partner, with partner-based relationships that are profitable.