How you can better connect with your customers

Customers crave special treatment. They want to feel unique. It doesn't matter if you have two customers or two million, the reality is they think they are the only ones who should matter to you. Cookie-cutter strategies don't cut it anymore. One could argue it is impossible to give millions of customers special treatment, and yet we see it all the time — loyalty programs, special events, upgraded services, and so forth — and businesses continue to change their strategies in this area, finding different touchpoints to not only interact with their customers, but also provide the ultimate customer experience.

During my conversations with growers this past month, four bits of wisdom shared with me about the customer experience, particularly relating to the end consumer, have stood out.

Go where the customer wants to buy. Finished are the days when showing up on your doorstep was a customer's only option. You need to meet them where they are. If you don't know where and how your end consumer wants to shop or assume it's the same place it has been for the last decade, you are doing yourself a disservice. Part of the individualized experience is offering convenience, not on your terms — on theirs.

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Source: Greenhouse Grower