Customer Asset Management

Proverbs 27:23 – 27 (MSG) [Be diligent to] know your sheep by name; carefully attend to your flocks; (Don't take them for granted; possessions don't last forever, you know.) And then, when the crops are in and the harvest is stored in the barns, you can knit sweaters from lambs' wool, and sell your goats for a profit; there will be plenty of milk and meat to last your family through the winter.

“Know the state of your flock” is a challenging instruction especially in our current culture focused on renewable resources. But these verses struck a different chord in the instrument of my mind: the customer chord.

Customers are assets that must be managed and nurtured. Customer retention has proven to be of great value to a firm – there exists a good body of literature supporting this contention. Common sense tells us that keeping a customer has value beyond just the transaction.

In my seminars on Sales, I often ask the question: Is your customer list a list of transactions or a list of friends? It is good business to know your customers – I mean, really know them. Care about them. Remember, it’s not about you.

Looking at customer’s as “friends” (know your sheep by name) is even more vital for the Christian Servant-leader. We are called to view work as a mission field (Matt. 28: 19-20 “As you are going…make disciples….”) It is difficult to make a disciple of a stranger.

If your customers see you as a person who: is a “straight shooter;” caring; a listener; a problem-solver (even with solutions that cannot be personally provided); is joyful despite the circumstance, you will be attractive. These behaviors will open conversations. One of those conversations can be about eternal issues. That conversation will give new meaning to customer service.

Do you take the time and effort to become a friend to your customers?


Copyright ©2009 by P. Griffith Lindell