In the financial sector many banks and other financial institutions have adopted a “Know Your Customer” policy. An effective “Know Your Customer” policy will include among others: adapting the program to business risks; paying special attention to high risk clients, countries, products and transactions. What relevance has such a policy for someone running a home based business? None, if we only focus on the financial transactions between a business owner and a client. However, there is much to be gained from a business owner knowing more about their client.



As we are talking about knowing your customer, there is an obvious assumption that you have customers! Well, what is it that they are buying from you? If you are supplying information, is what you supply sufficient for your customer's needs. By understanding why they need to know, you could provide additional expertise knowledge at no extra cost.

A similar principle can be used even if you supply products. In knowing your customer and why they need a particular item, you can offer a more suitable alternative or an add-on product as a package at a reduced cost.

Why would you do this? Because at some point in the future they will need to know even more information or require more products. And who else will they go to but to that one person who provided extra value. Thus you will be improving the lifetime value of your customer.

Do you provide an individual service to your customers, massage for example. A massage therapist will have conducted a preliminary interview to ascertain the customer's medical history, current health situation, etc. This is all very important information for the therapist to provide a high quality service. But there are countless opportunities open to the therapist by knowing more about their customer. They are in a unique position of direct contact with their client's skin. What products does the client use on their skin; how often do they use them? The therapist could offer products specifically for their client's need thus enhancing the service they provide and also creating a secondary income to their business. If you are running a home based business that provides a service, then consider how it could be further enhanced by getting to know your customer more.

The above mentioned therapist will have gathered additional information such as their client's date of birth. What a great opportunity to deliver a personal touch with a birthday card and an offer of an upgraded service the next time the client visits. If you are running a home based business in the service industry you should be able to gather this type of information at the first contact. Without being over intrusive you could take this one step further and find out some information regarding their family. Get to know their names, their hobbies, and the schools their children go to. We all like to talk about our family and we feel more inclined to do so if someone mentions something specific about them in a future conversation.

As in a personal relationship where you understand a partner's needs, likes and dislikes, it is also important for you to know your customers' needs, likes and dislikes. Running your home based business provides a great opportunity in getting to know your customer and for you to establish a relationship. This will then provide a solid base for a long-term relationship. In doing so you will be recognized as a businessperson who cares about their clients. We are all customers at some stage and we remain loyal to a business, a company, and a supplier if we feel we are treated as a human being and not just another fee-paying client. Give your customers the same respect you expect and the dividends are there to be reaped.