I have almost hated the term 'customer'. When I began my career in the development sector it had a special aura for my friends who were on the other side of the table - 'corporate world' as I would mockingly call them.
'Social cause', 'service', 'humanitarian', 'development', 'empowered', 'rights based' are few expressions my friends linked with my job. And let me tell you I cherished hearing those words.
As my interaction in the development sector grew I found most co-workers surrounded in this aura.
Few years back my world crumpled. My job became less Godly and my aura was all gone. You want to know why?
I had joined the Fund Development function in the organisation which meant get the money "so we can help the needy".
I shuddered at the very thought of being associated with money, writing stories so money could flow in. "That's not me," I told myself. I was chosen to do the less Godly act of getting money so children under our care could sleep peacefully.
I could not say no and accepted. The journey from hatred to love for money took a while.
Gradually, I started looking at everything from market perspective, I started questioning what my colleagues in aura were doing.
- Aren't journalists our customers when we pitch our stories to them? For we need to sell them the pitch.
- Are we not using social media to showcase our work?
- Are we not happy when we get large number of supporters both online and offline for our campaigns?
Then why should we hate the word 'customer'. The journalists, the supporters, they all are our customers. We believe in building relationships with them the same way marketers would build with customers.
The final blow came last week when I received a thank you note from LinkedIn"Thank you for being a loyal customer". My God! I am nothing but a customer and the same goes for you.
