Back in the day, when we wanted a group picture, we asked “a stranger” to take a picture of us.  Today we have the selfie — It’s a good backup plan, but sometimes I wonder if it might be getting out of hand.  I mean, if we actually asked “a stranger” to help us, might that somehow make us less selfie-centered?

It’s something to think about.

As a business owner, I sometimes think we are so focused internally on what we think our products, services, and metrics should be, that we forget about the needs of our customers.  Then, when our numbers aren’t as high as we had planned, we hustle harder to bring in new customers — at the cost of our existing customers.  It can be a self-fulfilling downward spiral.

Where does this leave us?

Well, it’s never a bad idea to regularly analyze your customer base.  How should you segment them?  Are there segments that are more profitable than others?  How do you engage the “good” customers  on an ongoing basis?  Do you talk to them to find out what they like and would like to improve?  Do you have advisory boards or user groups?  This type of interaction may require a real commitment on your part, but the payoff is well worth it.  With this type of genuine input, you will be able to better service your existing customers.  In fact, according to Gartner Group and Murphy & Murphy’s “Leading on the Edge of Chaos”, companies that prioritize the customer experience generate 60% higher profits than their competitors.”  Plus, you might also get ideas on how to attract new customers and produce future enhancements.  Who wouldn’t like to be in that position?

So, when you are trying to get a snapshot of your organization, make sure you flip the camera around and see your company through the lenses of your customers and prospects.  It might be a very photogenic opportunity.  And, of course, if you are looking for a photographer, you know where to find us.

All my best,

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