“Know Your Customer”

Relationships make us feel safe, secure, and supported…or not.

Know your customer. Anyone who knows me, knows that’s a phrase I often use as a guide to interact with people. As a leader in local government, the constituents were my customers. I did have other customers as well - - my staff, colleagues and the elected leaders I represented. They were all relying on me in some way, which meant I had to make it a priority to build these relationships to ensure the chances of success were high.

Relationships are important in both our business and personal life. They make us feel safe, secure, and supported…or not. In the Building Better Business Relationships Series, I will share with you how to become a master of knowing your “customer” and building better business relationships with them using a tool called DISC. I'll explain more about DISC later, but first let's chat a little about why it's important to build better business relationships with three groups: employees, customers, and the community.

Building effective relationships with your employees, customers and the community could mean the success or failure of an important project, career progression, reputation, or business growth. In any of these relationships, the better people know, like and trust you, the more your relationship is sustainable and productive.

According to the Employee Engagement Report of 2019, employees who don’t feel valued at work are 34% more likely to leave their companies. And 79% of people that did quit their job said it was due to “lack of appreciation.” Think how detrimental this type of turnover could be to your business's culture, customer retention, and bottom line.

Building the right relationships with members of the community can turn them into one of your most valuable resources. Whether you are already operating or entering a community with a business or neighborhood development project, understanding how to communicate so community members feel like you will tell them what they need to know when they need to know it, can make all the difference in your success. Clear, frequent, honest communication helps people feel engaged and support you, especially when it involves change.

Over the next several weeks, I will be sharing insight on a tool I use to build better relationships called DISC. DISC Behavioral Assessments is a tool that measures and provides insight into four primary behavioral tendencies and emotions. It explores how these come together in a personal blend of style to create your DISC Style.

DISC measures how you:

Dominate problems

Influence people

Steady the environment

Comply with rules and details

It measures the four tendencies in both your natural and adaptive state.

What DISC is NOT:

● It is NOT a measure of intelligence

● It is NOT a measure of aptitude

● It is NOT a measure of mental health values

My DISC Assessment revealed that I am a High S. My prominent behavior is steadying the environment…aka…being cool, calm, and collected. If you know me, would you agree? Being a high S means that among the four behaviors, S is my primary behavioral style.

Why is knowing your DISC style and the DISC style of your employees, customers and the communities that you engage valuable? It will help you understand communication preferences of yourself and others so that you can adjust and communicate for a mutually beneficial outcome. When we know how to "hear" each other, it lessens the stress of communicating, especially under challenging circumstances.

Check out the four DISC behavioral styles below. Which of the behavioral styles describe you? If you would like to take a DISC Assessment, click HERE.


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