The Customer is Queen (not King)

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The Customer is Queen (not King)

You know the old aphorism: “The Customer is King”. It turns out that nobody really means it. You have to wonder why. Let’s take a look….

WHAT IS A KING, ANYWAY?

Kings are confrontational — whatever conflicts with their rule must be challenged. Two kingdoms in conflict have limited choice: to conquer, negotiate, submit, or make an alliance.

What does it mean when we say that ‘The Customer is King’?

Most business owners would answer that it helps them to remember the ‘significance of the customer’. But it doesn’t mean the customer should have the power to dictate terms to the business. The Business is really the King.

WHAT IS A QUEEN?

In metaphor – the Queen is the consort to the ruler of the kingdom. If a King wants to extend his rule, he needs a loyal, supportive Queen who can raise princes that won’t challenge him, to keep the peace in his kingdom.

The ‘King’ is your business and the ‘Queen’ is your customer. The princes are your growth in market share, share of wallet etc. Be disloyal to your customers and they will rebel or defect.

 

Treat your customer like a Queen: two heads sharing common goals, values and interests. Don’t treat your customer like a King. You’ll butt heads and they’ll replace you with a competitor.

 

Play your cards right by reinforcing customer values to create a loyal, profitable and long-term relationship.

IT’S NOT A FAIRY TALE

It is in your best interest is to build long-term relationships with your customers by understanding and anticipating their values.

This is the top-spin that we put into Customer-centric marketing, to create, grow and sustain your customer relationships. It’s more than creative, more than branding, and more than rewards.

2 Comments

  1. Robert Craven November 25, 2013 at 4:54 am

    Interesting point of view. When I first wrote the book, ‘Customer is King’ there was meant to be a sense of irony in the title. Clearly the customer is not always king!!!

    • Jon November 26, 2013 at 11:19 am

      Thanks Robert, Perhaps we can work on a sequel together :-)

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Jon Sherrington

Owner, Strategist, Writer – Hydrogen Creative Inc.

May 1996 – Present

My role is to provide strategic marketing guidance to clients to ensure their objectives are attainable, remain in focus and the communications solutions work.

My expertise is in how to realign goals-oriented brands, products, services or businesses to customer values to build loyalty, frequency and continuity.