Maybe it’s a sign of my age as I reluctantly slide into middle age, but I’m finding it increasingly hard to get what I want as a customer. I feel I am constantly being forced into a box that doesn’t suit me. For example:
- Lovefilm seem quite determined that I should switch from my ‘by post’ service to instant download. Whenever I logon to their website I’m automatically redirected to the upgrade to Lovefilm Instant. I can’t use this service as my broadband connection is too slow.
- I’m trying to book a family holiday, but it is almost impossible to find accommodation for a family of four that includes two separate bedrooms. Our kids are too old to share a room with us, but too young to have a hotel room by themselves. Are we really the only family who doesn’t actually want to be forced together in one room 24/7?
- If you attend pay-as-you-go sports classes you seem to be considered less important. Unless you are willing to join the squad or become an annual member, you are somehow considered less relevant.
I do understand that businesses have to make commercial decisions and that they do need to target specific markets. However, if I don’t fit into a box, don’t dismiss me – instead, find out how you can give me what I want/need! OK, I may be only one small customer, but we all know how powerful referrals are, and how do these companies know how many of their ‘target’ market that I could recommend them to? Talk about missing an opportunity!
As a training business, we have a target (or ideal) customer just as any other: We look for businesses that need someone to research and design training, train an internal team to deliver it and then take ownership for themselves. However businesses, just as people, don’t always fit into a box either. Less than half our clients actually fit this ‘ideal’ profile, but a client is a client and they are ALL valuable. Part of the pleasure from running Keystone Development and Training Ltd is working with our clients to define exactly what they want/need and working with them in a flexible way, to deliver it, often changing course along the way.
Many businesses are tired of being ‘forced’ to complete elements of programmes that aren’t relevant because that’s what the training provider WANTS to deliver.
If you want to be in charge, and work with a training company who delivers what YOU want, get in touch.