A customer can sense from a mile away when you are more concerned with your own needs than with theirs.

A fitness instructor sent out an email to students who had previously attended her classes. Rather than inquiring about the wellbeing of the email recipients, she began with, “as you know, we’ve been holding classes via Zoom.” She appeared to be more concerned with filling her class roster than discovering why the customers hadn’t yet signed up for the classes.

Everyone these days is going through a lot, but our customers may be fighting even more battles than our businesses. Now, more than ever, treating your customers like humans going through trying times instead of dollar signs is so essential. Even though their dollars will keep your business afloat, your customers should never feel that your business is more important than they are. By treating your customers like human beings, you ensure the dollars keep floating in.

Your biggest priority may be keeping your organization in business, but your customers have different priorities. They may be affected if your business closes, but it will never mean as much to them as it does to you. Never expect it to.

Your business, however, will not be the same without your customers. Show them how much they mean to you and they are more likely to care about your business.