Today’s Customer Is Unrealistic

August 25, 2021


Author: Karl Schoemer

Customers are different today. They are more segmented, educated, diverse, demanding, opinionated, and discerning than at any time in history.

Today’s customers have more choices, more information, and more special requirements than ever. They are less loyal, less understanding, less patient, less forgiving, and less interested in why we can’t, couldn’t, or won’t be able to deliver.

Today’s customers are unrealistic!

Or are they?

Today’s customers are who they are. They want what they want. They make demands someone will meet. Every single discussion, dialog, and debate inside your company today is affected by the ever-changing demands of the customer.

By the way – lest you forget – “they” are us!

We are all customers. We are the ones who demand more. When it comes to our wants, we are impatient, unforgiving, and less loyal than ever.  You can’t have it both ways: you can’t have it one way as an employee and another way as a consumer. You can’t leave work and expect to go buy the latest, greatest, cheapest, smallest, and highest quality…without having the same kind of impact on your job.

If you don’t do it, make it, sell it, service it, answer it, create it, refine it or deliver it – someone else will.

Customers are more demanding. What are YOU going to do about it?

Some suggestions:

  • Let go of an internal focus
  • Don’t fight higher expectations
  • Know who your customer is – and make sure everyone knows
  • Learn your customer’s business – and know your customer’s customer
  • Redesign processes with the customer in mind
  • Measure everything against customer expectations.





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