Getting to know your customers

Knowing the customers that you provide goods and services to is key to delivering what they need before the know they need it. That’s pretty obvious for most people who run a company, but how do you get to know your customers?

Go to them…

In USAA, our customers are US Military active, reserve, retired, veteran, and their families. Our HQ is in San Antonio–always has been. Every Friday, a new crop of Air Force basic trainees graduate at Lackland AFB, San Antonio, TX.

Last year, I took our leadership team out to a graduation and this year we’re going again. Today is special because the son of one our employees graduates today!

Look for opportunities to get out amongst your customers and learn more about them. For us, that is easy, but with a little thought, I’ll bet you can figure out ways to get to know your customers.


About johnrknotts
John Knotts is a results-oriented business professional leader, manager, and supervisor with experience from the military, small business, several nonprofits, and is currently a management consultant. Working out of the San Antonio, Texas, he retired from the Air Force in July 2008 and worked with Booz Allen Hamilton from the end of October 2008 to December 2011. Now he is a Strategic Business Adviser with USAA. John leads large and small strategic transformations and has extensive experience in the areas of change management, strategic planning, process improvement, strategic communication and marketing, strategic human capital and resource management, education and training, facilitation, organizational design and development, modeling and simulation, financial and budget analysis, activity based costing and management, quality management, competitive sourcing and privatization, leadership development, and business development.

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