Do you know what sets your organization apart from others? Do you know how your current customers, past customers, or potential customers would answer that question?

Most organizations have a very different view of their business than their customers do. One travel company believed that customers booked a trip with them for the “exotic” destinations. However, they weren’t the only organized tours traveling to those destinations. Their customers returned because of the strength of their staff. Their employees were incredibly knowledgeable, as many held PhD degrees in various fields. But more importantly, their staff enjoyed being around customers – sharing knowledge and trading stories.

Another organization never considered what their customers might be thinking about their business. Instead of focusing on creating something their customers could use, they created a product that had nothing to do with their current products, organizational mission or customers’ needs. It was a trendy product that many other organizations were utilizing and they didn’t want to be left behind, but in doing so, they’ve muddied the waters. Now, their customers don’t know what the organization’s focus is or what the future direction might be. Current customers have concerns that the organization doesn’t plan on continuing to provide them with the products they have been purchasing.

Know why your customers choose you. If you value those customers, keep those reasons in mind as you make decisions for your business.