Entrepreneurs understand the importance of focusing on the consumer as an individual. When you must work to get your business (and self) recognized in your industry, you know that potential clients are who matter because their business drives your success. It’s important to be informed on trends in your target audience and cater to that, but it’s also vital you recognize each consumer as an individual with their own preferences and ideas. You won’t be able to appeal to everyone universally, but focusing on your client as a person will have endless benefits to yourself and your business. Larger businesses often forget that those patronizing them are people too, as seen in United Airline’s public relations fiasco a few months ago when they forcibly removed a passenger from a plane. Instead of working with their customer and thinking of him as a unique person, the airline’s employees only focused on their end goal and the job they had to get done. While most cases aren’t as extreme as this one, there are still plenty of benefits to sincerely focusing on the consumer.
Consumers show loyalty
If you pay enough attention to your customers, they’ll reward your attention with their loyalty. People are passionate about the brands they love and continuously patronize them. When a consumer knows you care about them as an individual and their opinion, they’ll keep coming back to your company because they know they’re valued.
Consumers are socially conscious
If you’re an ethical brand, advertise it! Consumers are more socially conscious than ever before and sincerely care about where their products come from and how they’re made. If your customers care strongly about specific issues, consider incorporating those into your company’s mission, though avoid making advertising faux pas like Pepsi. Consider working with a philanthropy or donating a certain amount of funds from a product to a specific cause.
Consumers spread the word
You can spend as much money as you want on advertising, but at the end of the day, your best marketers are your customers. Thanks to social media, when people really love a product or company, it’s simple to tell all their friends and followers about it, which encourages them to try it out as well. The more free marketing you can get from consumers, the better.
Consumers have valid opinions
A huge reason you should listen to consumers is that they actually have valid opinions. Sometimes, you may hear an idea or view from a customer that you never considered before and it could significantly improve your company. Regularly ask for feedback from consumers and actually evaluate what they say.
Consumers drive your business
Ultimately, the key to your success is through happy consumers. When you keep your customers satisfied, your business thrives. Without anyone patronizing your business, you risk losing money and not being able to continue operating. There are so many other companies for people to choose from, make sure yours is the one they support by showing the consumer that they matter and you look at them as a person, not just a statistic or source of income!