Running a business without understanding the modern tribal behavior of your customers is like filling leaking bucket with water. Not only is it silly – it won’t continue to work in today’s socially networked world. Why do many businesses continue to do it?
You see it every day. It’s so ridiculous – it should be illegal! Yet, businesses continue to pump more money into uncertain marketing programs while they don’t properly care for their tribe of customers.
Would you leave your windows open while attempting to heat your home on a cold day? Of course not! All the warm air would go outside and your house wouldn't be any warmer. Why would a business behave in a manner that allows this to happen with its tribe of customers?
Apparently, these businesses believe it costs less to acquire new customers than to keep present customers. It seems the best solution is to keep present customers AND acquire new ones. But here’s the gold nugget – when you properly care for the tribe of customers you have now – they’ll help you find many of the new customers – for free!
Perhaps you’ve heard of social media? Modern tribal behavior of customers is rapidly being enhanced by an explosion of the use of social media (i.e. Twitter). In other words, your customers and potential customers are connecting, talking and sharing like never before in the history of the world. You can choose to profit by this truth – or ignore it and become irrelevant.
If you’re clinging to the old ways doing business – your business is unlikely to prosper in the future. If you attempt to implement the new tools of social media without a fundamental change in the manner in which you view your tribe of customers – you’ll waste your time.
What's the good news? Keep visiting us here at TribeBuilding.com where we'll be offering more insight into understanding the modern tribal behavior of your customers.