| Different people call their Customers by different | | | | use the word patients, as long as everyone on the |
| names. If they don't have Customers, they have | | | | team has a clear understanding of what that means |
| Clients, purchasers, licensees, users, patients, members, | | | | and how important patients are within your |
| franchisees, or buyers. Each of these words carries | | | | practice.Once you've had a conversation in your |
| meaning to those who say them. And those meanings | | | | organization about the language you use and definitions |
| say something about the health and long term success | | | | you share, as a leader you need to solidify and |
| of the enterprise.What do I mean?Take a minute to do | | | | communicate the right definitions and meanings for |
| this right now. Write down the word or phrase that | | | | your organization so that everyone is truly on the |
| you use for your "Customer". Then write down all of | | | | same page.Here are some specific steps you can |
| the connections or associations you make to that | | | | take once you have opened this conversation:1. Talk to |
| word. Write down everything that comes to your mind. | | | | people about how important the Customer (Client, etc.) |
| After completing your list, take a look at the resulting | | | | is to your business. (How important are they? Make |
| list of words and phrases. This list speaks volumes | | | | sure that every person understands that the people |
| about how you feel about and think about those | | | | that purchase your products or services that write |
| people who give you money for your products and | | | | their paychecks - they are that important!)2. Discuss |
| services. Would you be pleased and proud to have | | | | how you want these VIPs to experience your |
| those people read your list?Replicate this exercise with | | | | organization.3. Talk about work processes that may |
| others on your team or in your organization. Compare | | | | be keeping you from providing that kind of experience |
| other people's lists of words and phrases with your | | | | and service.4. If your Customers are typically one time |
| own. Then have a discussion about what you find. | | | | buyers, think about what you can do strategically to |
| What do you learn from this exercise?My | | | | change that.5. Review everyone's daily routines. If your |
| ExperienceWhile I didn't do the exercise, I came to a | | | | goal is to develop long term relationships, then make |
| conclusion earlier this year. In the past, I used a couple | | | | sure your daily actions are in step with this goal, and |
| of different words interchangeably. I talked about | | | | that your language supports these goals.The words |
| Customer and Clients, sometimes in the same | | | | we choose are the words we use and they play a |
| sentence. I started to notice confusion on the faces of | | | | powerful role in our beliefs and actions. I encourage |
| people on my team. Eventually we had a conversation | | | | you to think about your Customer language. If there is |
| where I learned that for others the words Client and | | | | a disconnect within your organization, this exercise can |
| Customer meant two different things. I learned that, in | | | | begin to close those gaps and improve your results. If |
| the minds of others, a Customer might buy a product | | | | everyone does agree on terminology and meaning, |
| one time, but a Client implied a long term | | | | these questions will re-invigorate your efforts to make |
| relationship.While these meanings weren't my | | | | your Clients/Customers/Purchasers yours forever.p.s. |
| meanings, I quickly applied them for myself. Why? | | | | I've capitalized the word Customer throughout this |
| Because I want every person or firm who buys from | | | | page to let you know how important Customers are. |
| us to be a Client for life, not a one time purchaser - | | | | Capitalizing the word is just one way we can remind |
| and just as importantly, I want everyone on my team | | | | ourselves of the great importance Customers have |
| to be thinking that way too.Just this week, I read a | | | | for our businesses. After all, without them, we wouldn't |
| quote from Harris Ginsberg, IBM's director of global | | | | be in business.Kevin is Chief Potential Officer of The |
| executive and organizational capability who said, "A | | | | Kevin Eikenberry Group ( a learning consulting |
| customer is transactional. A client is somebody with | | | | company that helps Clients reach their potential |
| whom you have a longstanding relationship and a | | | | through a variety of training, consulting and speaking |
| personal investment."Apparently others agree with my | | | | services. Kevin publishes Unleash Your Potential, a free |
| team's definitions.Your ConversationThe names and | | | | weekly ezine designed to provide ideas, tools, |
| labels matter, but not as much as the common | | | | techniques and inspiration to enhance your professional |
| definitions. If you are in a medical practice it is fine to | | | | skills. Go to to read the current issue and subscribe. |