Do you have “customers” for your brand? Most people (hopefully) will answer yes to this question. But a larger question still remains. Do you have “guests” of your brand?
What is the difference you may ask? Let’s take a look at the definitions for both.
A customer can be defined as:
1. a person who purchases goods or services from another.
2. a person one has to deal with.
A guest can be defined as:
1. a person who spends some time at another person’s home.
2. a person who receives hospitality.
3. a person who patronizes.
The verbiage clearly speaks for itself. Certainly we all have (and need) customers of our brand. Those that simply purchase goods or services; they’re in, they’re out.
But do we all have guests of our brand? Those who are patrons of our brands? A guest is welcomed, a guest is known, a guest is invited into your brand.
Simply having your employees think of your “customers” as “guests” could potentially make a huge impact on your service. Communicating to your customers as guests – from the methods & marketing channels you select, to the words you use – could take your relationship to a whole new level, as well as your business.
You will find those “customers” you treat as “guests” are far more likely to be the ones who are Zealots for your brand. Amazing how a simple change in wording can lead to a complete mindshift for a brand.