The Practical Guide to Implementing the Value of Defined by Three Customers

First things first, we all know there is only one paying customer. For the purposes of our value, specifically the way we think, we define our three customers as employees, paying customers, and vendors.

Defined by Three Customers is about balanced thinking and decision making for all three customer subsets. This is a compass designed to help guide us—it’s not foolproof nor perfect. However, it’s much more balanced than an equation where no thought or care for one “customer” comes into play.

Are you wondering if/how this is relevant to you? I can prove it to you! Did you ever work for the manager that never let his or her people leave the department or post for other positions? The manager’s needs in their job tend to get in the way of the needs of employees or the employer.

How about the salesperson who seems to never hit their plan because they are telling the marketplace and their prospects that they have a monthly quota to hit? They don’t do it intentionally, mind you. They show it in their actions—they are not balancing prospect needs and wants with their own needs.

How can you live the value Defined by Three Customers?

1. As an employee taking care of your customer who will eventually take care of you, do things for your customers to add value and they will come back!
2. Challenge (in a good way) and get to your vendors. You would be surprised what they can do to help if you share where you’re taking your business and what value they can bring to you get there!
3. Sometimes one “customer” wins and another loses in the short term. We must have a long-term view. We can’t always get the employee the raise nor the feedback they crave. A vendor can’t always give favorable terms on their business. A leader can’t always make a balanced decision—their short budget depends on the quick hit. The key is to stay focused on the doing right things right everyday and we will balance the scales in the long run!
4. Defined by Three Customers is an equal number of debits and credits in the relationship bank account. Make sure you’re taking care of your stakeholders all of the time!
5. Think longer term. Think about taking care of all groups. Imagine you will break bread with your three customers on a regular basis. When we think about long-term relationships, we moderate our short-term needs and wants!