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One of the things I constantly remind myself of, is to take a step back and pretend I know nothing about our business. Looking at something from that viewpoint, tells me more about how a customer may experience something. For instance: in the fitness industry, people who work in a gymnasium get so used to the place they forget that other people feel intimidated there. If you take a step back and pretend you don't know anything, what is it that you would have wanted from your gym staff?
By doing that, I can see what a client's most important needs would probably be. If we then make provision for those needs before he asks, the client feels that we truly care. If he feels like that, we've managed to make an emotional connection and we're able to build trust.
I'm curious to know what other people do to connect with customers...don't think we can ever learn enough about it.