Customer Relationships And Value Creation: The Fundamentals Are Trust, Generosity, Courage And Wisdom

When we meet in the marketplace of things and ideas, we must have something of value to contribute. That can only come from the somewhat mysterious process in which we digest and reflect on our own experience and that of others. It requires settling into the stillness of being present, where we are reconciled with our known past and unknown future. We go past exhaustion and pain to the source of energy and creativity in the present. That’s where ideas come from. And ideas diligently pursued and developed become innovations. I consider Innovation to be one of The 7 Dimensions of Wisdom; seven sets of skills or competencies for success.

Customer relationships are at the core of it. So let’s start with basic question. What is a customer relationship? A potential customer is someone with a need or want, that your service or product (the result of your innovation) can satisfy. For a transaction to occur that can develop into a relationship over time, the potential customer must become aware of the need or want, and of your service or product as one possible way of satisfying it at an acceptable cost.

After awareness, must come trust; the confidence that buying the product or service from you will lead to satisfaction. A free sample or some other way of experiencing the product or service prior to purchase can be a part of establishing trust. Another way is through having a relationship prior to the purchase. This can either be a direct relationship with the provider of the service or product, or through referral from or affiliation with another person or company that is already trusted. The bottom line is that you receive trust because you have given. Therefore trust is related to generosity.

How do you establish trust with another person? It begins with generosity but also requires courage. Courage is required to overcome your fears and desires about your own needs, and to become authentically generous and compassionate about other people’s needs. That is the struggle with self. We are each motivated in part by the desire for financial security; to obtain resources for our own benefit and for the benefit of those close to us. We may also have other motivations such as for power and prestige. Without denying the reality of these motivations, we must still develop the courage to look past these needs and desires to focus on the needs and interests of others. The skills for self awareness and self management, on one hand, and the skills of relating to people, on the other, are two more of The 7 Dimensions of Wisdom.

To develop a service or product that truly adds value, you must get past self-interest and become engage in the creative process; i.e. lose yourself in the passion for creating something. This is the first act of generosity. Though you may expect to be repaid ultimately for that generosity, the passion and commitment required to perfect your gift is more than can be generated by merely the hope of financial gain. In other words, purpose and passion are required; a commitment to excellence and to producing results.

The customer relationship is built through face-to-face interaction, through one-way media including television, radio, newspapers and magazines, and now more frequently through the dialog enabled by the social media. Regardless of the medium, there are still human beings on both sides, and relationships are ultimately based on fundamentals qualities such as generosity, courage, and trust.

I’m Dr. Bernard Brookes. You can learn more the coaching and consulting I offer based on The 7 Dimensions of Wisdom at www.sopphia.com. Sopphia is spelled here with two P’s; and it is the Greek word for wisdom.