When I do business with a company it is based on what I think of them. What are the components that go into that perception? How about what they stand for or put another way what are their values? Do they make their products cheaply or use quality ingredients or high end components? What is their return policy? Trader Joe’s has the best return policy – no questions asked and they even express remorse you had to return the merchandise! How about do they know me? Do they know my name when I enter their store or if online do they know my previous transactions?  Now let’s discuss company’s culture. Does the staff work together? Do they help each other when there is a problem that they cannot resolve on their own?

All of these factors paint a picture in my mind of what I see as the personality of the business. Put them together and I get a vision of how my interaction with them is going to proceed. I have a preconceived idea before we even interact with one another. I believe I know how I am going to feel when we get together.

I always prefer to deal with people who have a similar personality to myself. The attributes I gravitate towards make me feel a part of their business. We are one and there is no division between the company and the customer.

The key is to make sure your company personality reflects your customer’s being. A seamless integration makes for a successful relationship.