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Practice Management > Building Your Business

Learning about your customers, one quarter at a time

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Let’s face it: You can work hard, have a great team, and offer great products or services, but it’s ultimately your customers who keep the business going and growing. While this has always been true, today’s technology is enabling an unparalleled awareness of customer centricity for small businesses. In fact, Walker Consulting predicts that in the next few years the most successful businesses won’t be winning based on price or products, but on their ability to deliver amazing customer experiences.

In light of this, it seems rather remarkable that —despite the myriad of national holidays that have been established to celebrate pretty much everything (National Earmuff Day?) — there’s no national holiday about celebrating the customer. After all, what better way to show your recognition and appreciation of those who support your business than by embracing a day that’s all about them? Luckily, we can get pretty close every third Thursday of each quarter.

July 21 is “Get to Know Your Customers Day!” This unofficial holiday acknowledges that customers are the foundation of every business — large or small — and encourages organizations to find creative ways to show their gratitude. With just a week left to plan, what can you do to show your appreciation? Here are a few simple ideas:

Spread the love on social media

Who are your best and most loyal customers? What are some of their most recent successes or milestones? Social media was made for getting a better understanding of these things and celebrating the success of your clients!

You can spotlight your customer superstars by creating encouraging graphics or even just crafting simple messages that tag their business or team (e.g. We appreciate you, @SwiftpageFan—Happy #GetToKnowYourCustomersDay!). You can also use this connection to gain better insight into what their organizational goals are and how you can help them achieve those goals.

By understanding the success they’ve had, the challenges they face and giving them a shout-out on Facebook or Twitter, you can not only help drive traffic their way, but also build up the critical customer engagement it takes for both your company and the your client’s to be successful.

Check in with a personalized message

Chances are you know your customers pretty well, even if you think you don’t. In the course of your relationship with them, you’ve collected priceless information about what they do, what they purchase, what their specific challenges are, and more. Use this data to reach out to each customer directly (digitally or in person) with personalized messages that demonstrate how much they mean to you and your organization.

Are they running low on a certain product? Is there a new/different service that could help them accomplish their goals? Could your team be doing something to improve their experience with your business? Get to Know Your Customers Day provides the perfect opportunity to make the rounds and check in with your customers, all while offering customized insights that showcase their position as a valued business partner.

Related: Here’s your routine for social selling on LinkedIn

Reward their loyalty with exclusive offers

In order to appeal to new customers and get to know them better, many businesses offer special rates and promotions for first-time buyers. This may be a great way to drum up new business, but what about the customers and clients who have been integral in supporting your business thus far?

On Get to Know Your Customers Day, make it a point to reward your loyal customers with offers meant just for them and use those offers as a means to solicit their feedback and to gather further insight into your customer base. Start a “Customer’s Day” campaign by sending exclusive email blasts to your existing customer base with a few survey questions to get to know them better along with special promo rates, product upgrades, premier customer support, or products from one of your partners. By putting the needs of your existing customers first and understanding what those needs are, you can show that you mean it when you say that your customers are the reason your business exists.

As business guru Michael LeBoeuf notes, “Every company’s greatest assets are its customers, because without customers there is no company.” That truth represents why July 21—the next Get to Know Your Customers Day—is the most valuable day of the year for businesses: It puts a priority on building trust, engagement, and a true sense of partnership with those who are most important to your business success—your customers and clients.

By taking this day to demonstrate just how much your customers mean to your business, you can provide an exceptional experience that will help keep your customers satisfied, inspired, and connected to your company all year long.

See also:

6 ways to get prospects and referrals to stop ignoring you

Here’s how the insurance industry can own the Digital Age

Why the insurance industry needs digital marketing

7 social media tips for insurance pros


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