Because we all are customers. Most of the times. We regularly buy a lot of things that we need (and many things which we don’t need but we want..). And sometimes we get pissed off by that shopkeeper or that company. And we get delighted at some extra discount, service or some favor. And we become loyal to some brand or some store…. And we resent some other brand or some other store and tell others not to go there…
If we are in the business of some product, we may know that product, market and industry too well. But, we are not so familiar with all other products, markets or industries.
So, for all these products we are naive. And when we think of evaluating or buying these products, we behave in the same way as the customers for our products behave.
So, if we observe what we, as a customer, expect from a product, we can understand how our customer may expect from our products or from us. A lot can be learnt about our customers, only if we closely observe our own behavior.
And, just like as a customer we won’t like to be taken for a ride, our customers also don’t like if we treat them like a Bakra. So, please don’t look at a customer as a sacrificial goat that has come to fulfill your profitable dreams. Be aware that a customer is also a human being, just like us, and she also has her own aspirations and dreams, joys and emotions, frustrations and disappointments. Customer ko kabhi bakra nahi banane ka….Kyunki hum bhi kisike customer hain, na…?