Saturday, November 26, 2016

Embracing The Local Market's Inner Customer

On any given day, embracing a specific market's customer is supremely more important than considering the customer-at-large. The local customer, with their personal preferences grounded in the every day world they live in, can be the most meaningful key performance indicator in determining the overall success of a business.

Even a mom and pop shop on Small Business Saturday can learn something from their larger corporate brothers and sisters. An REI in Albuquerque, New Mexico, where the focus of living outdoors is literally achieved right outside the front doors, is entirely different than one in Plano, Texas, where, unless you're doing some urban backpacking, you have to travel just a little further out. Each store's appearance may seem the same, but the customer experience and general atmosphere, inside and outside of the front doors of each, is entirely different.

How a business interacts with their most immediate community is also a huge indicator of success. Are they active in local community events and government affairs? Yes, Corporate Social Responsibility is huge factor here, but it goes beyond that. The local community requires something different from any local business, no matter how large or small or corporately driven and regardless of the business-to-business considerations.

A business' involvement in the local community is, and should always be, inspired by something completely different and relative to the part of the world that that business serves. The takeaway isn't the revenue generation itself, but how a business' investment in the community is perceived and ultimately shared, locally and globally.

What are your thoughts on the customer experience where specific markets are concerned?