Business Success Center

Proven programs that grow great businesses for great people who care.

BSC_Logo Bold

  • For Your Success
    • BSC’s 3 Great Business™ Growth Programs
    • PMAT™ Profit Improver™ Programs
    • Why Our Way Works
  • Blogs
    • Business Improvement
    • Business Tools
    • Growth Readiness
    • Networking
    • Small Business Advocacy
  • Your Award-Winning Team
    • Meet the BSC Expert Staff
    • BSC Core Values
    • Client Focus
    • Successes
  • Contact Us/Meeting Request
  • Call us at: 512-933-1983

Customer Loyalty: Who Do Your Customers Really Belong To?

November 7, 2012 By Jan Triplett Leave a Comment

Silly sign — don't look too closely. Does this apply to customers? Photo by quinn.anya from flickr.com

Silly sign — don’t look too closely. Does this apply to customers? Photo by quinn.anya from flickr.com

In business, we talk about the importance of customer loyalty. But we consider customers as assets, something tangible. We think of them in the same way as our equipment or property: something that can be counted, weighed and measured, and given a value.

As property, an owner understandably feels, that they belong to the company.

But to an employee, especially one looking for a job or to start their own business, they are a ticket to a better future.

The potential result: the asset leaves when the employee leaves. Bad news for the business.

This happens to companies with employee non-compete agreements. It happens when customers are required to sign agreements that they won’t work independently with any staff member from that company. It happens when you have no agreements and rely on the loyalty of customers to stay no matter what happens.

Bottom line: it happens because customers belong to themselves.

A colleague just had this happen to her company: an employee who quit joined a competitor, and recruited a customer she met at her old job. A former client, who had the customer agreement, had the same thing happen to him. I’ve had it happen to me. In all cases, a platinum profile customer™ let each of us know and we’re grateful.

Owners feel betrayed, angry and used. Employees feel this was an “asset” they created, a relationship they developed and nurtured, and they have rights to use this for their own purposes, too.

Who’s right? Both and neither. Customers do what they want to emotionally. Rational reasons not to jump ship (financial costs, disruption, etc.) are not the drivers in their decision.

Bottom line: customer loyalty is self-determined. No one owns customers.

When we talk about customer loyalty, we really can only talk about our loyalty to our customer — what we’re willing or unwilling to do for them. Their loyalty is to themselves. That’s not a criticism; it’s a reality.

So the next time someone says “Dell is my customer”, ask them a question. “Michael or Susan Dell? It’s all in the eye of that individual person who bought from you; not you, your salesperson, or other employee. It’s not really even in their company policy or agreements. Those are broken all the time.

The actual customer is the only one who can say they’re your customer “for now”. More importantly, they are the only ones who have the right to vote with their feet by leaving at any time. You can always sue them or complain but that won’t get them back as loyal customers.

To Owners and Employees: customers don’t belong to you.

To Customers: please be courteous and let owners know you’ve been approached. It gives owners the opportunity to protect our real assets, our real trade secrets — the sales and marketing processes and strategies that we’ve worked so hard to create and implement.

Agree or disagree?

 

 

 

Filed Under: Small Business Advocacy Tagged With: Asset Protection, Business Assets, customer loyalty, Customer Value, Employee Agreements, Marketing Policies, Non-compete Agreements, Platinum Profile™, Sales Policies, sales strategy, Trade Secrets

About Jan Triplett

Jan Triplett, Ph.D. CBTAC is an inventor, entrepreneur, author, and activist. Co-founder of an award-winning certified green business that focuses on improving the bottom line for small business clients.

Leave a Reply Cancel reply

You must be logged in to post a comment.

Meet BSC Satisfied Clients

  • Ana's Unlimited Foods

    http://ownersview.com/wp-content/uploads/slideshow-gallery/anas-unlimited.jpg

  • Brytan & Associates, Inc.

    http://ownersview.com/wp-content/uploads/slideshow-gallery/bryant-truitt-brytan-associates-cert-fraud-examiner.jpg

  • Dr. Angelique Millette, Child Sleep Expert

    http://ownersview.com/wp-content/uploads/slideshow-gallery/angelique-millette-new-phd-childrens-sleep-expert.png

  • Better Baseball Texas — Rope Bat™

    http://ownersview.com/wp-content/uploads/slideshow-gallery/image001.png

  • TeamFX Racing

    http://ownersview.com/wp-content/uploads/slideshow-gallery/teamfx-gary02.jpg

  • No Time for Social

    http://ownersview.com/wp-content/uploads/IMG_4389-1.jpg

  • Happy Vegan

    http://ownersview.com/wp-content/uploads/slideshow-gallery/happy-vegan-charlotte-bothma-2016.png

  • Howie Richey, Author

    http://ownersview.com/wp-content/uploads/slideshow-gallery/h-with-4-books.jpg

  • Trout Green Technologies, Inc.

    http://ownersview.com/wp-content/uploads/slideshow-gallery/trout-green-432x250-1.jpg

  • Tweed Scott, Author

    http://ownersview.com/wp-content/uploads/slideshow-gallery/tweed-scott-author.jpg

  • Patricia's Lunchbox

    http://ownersview.com/wp-content/uploads/slideshow-gallery/screen-shot-2015-09-28-at-95543-am.png

  • Andrew Eisenberg, Michael Best, IP Attorneys

    http://ownersview.com/wp-content/uploads/IMG_4526-1.jpg

  • Paula Pierce, PPierce Law

    http://ownersview.com/wp-content/uploads/Paula-Pierce.jpg

  • Sri & Usha Boddapu, Esolvit

    http://ownersview.com/wp-content/uploads/Esolvit-Economic-Engine-award-2017-from-GAACC-received-by-Sri-Rao-Boddapu-and-Usha-Boddapu.jpeg

  • Dawn Weathersby, Marketing Consultant

    http://ownersview.com/wp-content/uploads/IMG_4426-e1469830257759.jpg

  • 360 Signs

    http://ownersview.com/wp-content/uploads/slideshow-gallery/downtown-client-pics-003-432x250.jpg

  • Austin Pro Photo

    http://ownersview.com/wp-content/uploads/DSC5535-Edit.jpg

  • Cosmo City Media

    http://ownersview.com/wp-content/uploads/slideshow-gallery/image.png

  • Stage Alliance

    http://ownersview.com/wp-content/uploads/slideshow-gallery/stage-alliance.jpg

  • Deborah Main Designs

    http://ownersview.com/wp-content/uploads/slideshow-gallery/deborah-main-picture.jpg

  • Saffire Events

    http://ownersview.com/wp-content/uploads/slideshow-gallery/saffireevents432x250.jpg

  • Team NFP Software & Solutions

    http://ownersview.com/wp-content/uploads/slideshow-gallery/justq432x250.jpg

  • Journyx

    http://ownersview.com/wp-content/uploads/slideshow-gallery/journyx432x250.jpg

  • Mane Street Bakery

    http://ownersview.com/wp-content/uploads/slideshow-gallery/mane-street-bakery.jpg

  • Innox Digital

    http://ownersview.com/wp-content/uploads/slideshow-gallery/matiascarrasco432x250.jpg

  • Hayes SW Systems

    http://ownersview.com/wp-content/uploads/slideshow-gallery/hayesswsystemstrimmed.jpg

  • Business Tutor, LLC

    http://ownersview.com/wp-content/uploads/slideshow-gallery/karen3.jpg

  • INTUVI

    http://ownersview.com/wp-content/uploads/slideshow-gallery/intuvi435x250.jpg

  • Gilfus Racing Enterprises

    http://ownersview.com/wp-content/uploads/slideshow-gallery/gilfus-racing-enterprises.jpg

  • Art + Artisans

    http://ownersview.com/wp-content/uploads/slideshow-gallery/artartisans.jpg

  • GEO+

    http://ownersview.com/wp-content/uploads/slideshow-gallery/man02432x250.jpg

  • The Herb Bar

    http://ownersview.com/wp-content/uploads/slideshow-gallery/herblady432x250.jpg

  • Exploring New Media

    http://ownersview.com/wp-content/uploads/slideshow-gallery/lindsey-allen-vv.jpg

  • Busivid

    http://ownersview.com/wp-content/uploads/slideshow-gallery/busivid432x250.jpg

  • Gold Scaffold

    http://ownersview.com/wp-content/uploads/slideshow-gallery/gold-scaffold.jpg

  • Sumpter and Gonzalez, Attorneys

    http://ownersview.com/wp-content/uploads/slideshow-gallery/sumpter-and-gonzalez-attorneys-432x250.jpg

  • SOAP

    http://ownersview.com/wp-content/uploads/slideshow-gallery/soap-jp432x250.jpg

  • TTM Enterprises, Inc

    http://ownersview.com/wp-content/uploads/slideshow-gallery/BSC2005-Toni-Martin.jpg

  • Sledge Engineering

    http://ownersview.com/wp-content/uploads/slideshow-gallery/sledge-engineering432x250.jpg

  • Brite Ideas

    http://ownersview.com/wp-content/uploads/slideshow-gallery/brite-ideas-staff432x250.jpg

  • Gryphon Graphics

    http://ownersview.com/wp-content/uploads/slideshow-gallery/gryphon-graphics.jpg

  • PRE Management

    http://ownersview.com/wp-content/uploads/slideshow-gallery/pre-management.jpg

  • DrakeLight Photography

    http://ownersview.com/wp-content/uploads/slideshow-gallery/drakelight-photography.jpg

  • FalconDay Consulting

    http://ownersview.com/wp-content/uploads/slideshow-gallery/laurafaulkner432x2502.jpg

  • INSolve, Inc.

    http://ownersview.com/wp-content/uploads/slideshow-gallery/homeville.jpg

  • Mane Street Bakery

    http://ownersview.com/wp-content/uploads/slideshow-gallery/mane-street-bakery432x250.jpg

  • Natalie Howe Designs

    http://ownersview.com/wp-content/uploads/slideshow-gallery/natalie-howe-designs.jpg

  • 6th Street Smiles

    http://ownersview.com/wp-content/uploads/slideshow-gallery/austin-6th-st-smiles432x250-432x250.jpg

  • PC Doctors

    http://ownersview.com/wp-content/uploads/slideshow-gallery/pc-doctors.jpg

  • StageSpot

    http://ownersview.com/wp-content/uploads/slideshow-gallery/stagespot.jpg

  • Morningside Research

    http://ownersview.com/wp-content/uploads/slideshow-gallery/morningside-research.jpg

  • Paradise Bay

    http://ownersview.com/wp-content/uploads/slideshow-gallery/paradise-bay.jpg

  • Allscapes Lawncare

    http://ownersview.com/wp-content/uploads/slideshow-gallery/allscapes-lawncare.jpg

  • Mark Word Design

    http://ownersview.com/wp-content/uploads/slideshow-gallery/mark-word-design.jpg

  • OMS Global

    http://ownersview.com/wp-content/uploads/slideshow-gallery/oms-global.jpg

  • Leverage Communications

    http://ownersview.com/wp-content/uploads/slideshow-gallery/leverage-communications.jpg

  • J B Goodwin

    http://ownersview.com/wp-content/uploads/slideshow-gallery/jb-goodwin.jpg

  • Independent Brewing Company

    http://ownersview.com/wp-content/uploads/slideshow-gallery/independent-brewing-company.jpg

  • GlobalTrain

    http://ownersview.com/wp-content/uploads/slideshow-gallery/globaltrain.jpg

  • Forklift.com

    http://ownersview.com/wp-content/uploads/slideshow-gallery/com.jpg

  • FireFly LED Lighting

    http://ownersview.com/wp-content/uploads/slideshow-gallery/firefly-led-lighting.jpg

  • PC+

    http://ownersview.com/wp-content/uploads/slideshow-gallery/pc.jpg

  • Lara Executive Image

    http://ownersview.com/wp-content/uploads/slideshow-gallery/BSC2006-Julie-Lara.jpg

  • Trish's Delish

    http://ownersview.com/wp-content/uploads/slideshow-gallery/trishs-delish.jpg

  • Stone Technologies

    http://ownersview.com/wp-content/uploads/slideshow-gallery/stone-technologies.jpg

  • Stellar Systems

    http://ownersview.com/wp-content/uploads/slideshow-gallery/stellar-systems-inc.jpg

  • Savor the Success

    http://ownersview.com/wp-content/uploads/slideshow-gallery/savor-the-success.jpg

  • RSK International

    http://ownersview.com/wp-content/uploads/slideshow-gallery/rsk-international.jpg

  • Dr Suzi Du Toit

    http://ownersview.com/wp-content/uploads/slideshow-gallery/-suzi-du-toit.jpg

  • StockRoller, Inc

    http://ownersview.com/wp-content/uploads/slideshow-gallery/man03432x250.jpg

  • Innovative Healthcare Solutions

    http://ownersview.com/wp-content/uploads/slideshow-gallery/BSC2003-Shane-Burt-2.jpg

  • Webber - Studio

    http://ownersview.com/wp-content/uploads/slideshow-gallery/webber432x250.jpg

  • Wildly Natural

    http://ownersview.com/wp-content/uploads/slideshow-gallery/wildly-natural432x250.jpg

  • CSI-Texas, Inc

    http://ownersview.com/wp-content/uploads/slideshow-gallery/csi-texas-inc.jpg

  • CowBob Productions

    http://ownersview.com/wp-content/uploads/slideshow-gallery/cowbob-productions.jpg

  • CIS Inventory Solutions

    http://ownersview.com/wp-content/uploads/slideshow-gallery/cis-inventory-solutions.jpg

  • SamePageResults

    http://ownersview.com/wp-content/uploads/slideshow-gallery/charles-knickerbocker-and-associates.jpg

  • Caudillo Studios / Get the Picture

    http://ownersview.com/wp-content/uploads/slideshow-gallery/caudillo-studiosget-the-picture.jpg

  • Barebac

    http://ownersview.com/wp-content/uploads/slideshow-gallery/barebac.jpg

  • Austin Yoga Arts

    http://ownersview.com/wp-content/uploads/slideshow-gallery/austin-yoga-arts.jpg

  • Austin EnviroSolutions

    http://ownersview.com/wp-content/uploads/slideshow-gallery/austin-envirosolutions.jpg

  • Art of Jamie Rood

    http://ownersview.com/wp-content/uploads/slideshow-gallery/art-of-jamie-rood.jpg

  • TexFX

    http://ownersview.com/wp-content/uploads/slideshow-gallery/texfx.jpg

  • PRE Management

    http://ownersview.com/wp-content/uploads/slideshow-gallery/man01432x250.jpg

  • Ace on Hold

    http://ownersview.com/wp-content/uploads/slideshow-gallery/ace-on-hold.jpg

  • Go Local Austin

    http://ownersview.com/wp-content/uploads/slideshow-gallery/femalemale432x250.jpg

  • CIS Asset Solutions

    http://ownersview.com/wp-content/uploads/slideshow-gallery/BSC2006-Scott-McClain.jpg

Previous Image
Next Image

info heading

info content

News

Be sure to check out our five blogs with posts to help you grow!

• Business Improvement
• Business Tools
• Growth Readiness
• Networking
• Small Business Advocacy

 

ALERT!

• BSC's Weekly Reinventing Business Nationwide Forum , Thursdays, noon-1 CDT. Come learn and share your expertise.

 

• Business Success Center Profit Mover™ advisory team program can provide a unified approach to growing and managing your business to create double profits & increasing your management efficiency. Call 512-933-1983 to set a meeting to see if it's right for you.

BSC Great Business Resources from the Award-winning BSC

Free Initial Meeting

Business Stage Assessment Request

BSC Great Business™ Programs™

Take BSC's Business Owner's Success Traits Quiz

Visit Us Here

Visit Us On FacebookVisit Us On TwitterVisit Us On PinterestVisit Us On YoutubeVisit Us On Linkedin

Featured Posts

The Right Stuff: Success Traits That Encourage Funding & Sales

Do you have the right stuff to attract money, customers, and employees? It's more than just having a good product or service. It's about who you are and how you think. Take this little 50 question … [Read More...]

Sign Up for Great Business Assessment to identify your correct business stage

    Your Name (required)

    Your Email (required)

    Subject

    Your Message

    Copyright © 2021 Exploring New Media