The Three Customer Rule : Entrepreneurs, Leaders and Business Owners Rule for More Sales and Business Success

The employee customer (team) is the single most important customer to understand. This is why attracting the top people is so important to your business. When companies get this right, they get it all. In other words, if you have the right employees and they are reaching their potential; the consumers are getting the experience they desire. This leads consumers to enjoy your company and tell their friends about your wonderful company.

When companies get aligned from the inside out, the owners get the best possible returns. How well do you think leaders understand their people? I bet you would agree that leaders can get caught up in chasing results, shareholder returns. If people are the company’s most important asset, this should be a focus. Results are outcomes. Just like sports teams. It’s all about the teams, that’s how they win games. The employees should be your most important customer and if you invest in them, you will improve your consumer experience and drive financial results to your shareholders. Everyone wins. The employee, shareholders and consumers.



Patrick Antrim discusses the 3 Customer Rule, which all businesses have and need to understand in order to provide the highest level of service possible for all 3 customers.


SECTION 1 (1:12)

  1. The 3 Customer Rule
  2. Solves ALL business challenges in any situation
    1. Who are the customers?
    2. Customer experience is evolving and changing
  3. Most CEOs only recognize and understand one type of customer

SECTION 2 (4:54)

  1. Customer 1
    1. People that buy your products and services (clients, consumers)
  2. Customer 2
    1. The owner/shareholder – leader, boss, manager
  3. Customer 3
    1. The employee customer (could also be a consumer and/or shareholder)
    2. Most important and most misunderstood customer

SECTION 3 (7:14)

  1. How this relates to professional sports/baseball, specifically the Yankee organization
    1. Known world-wide
    2. Strategic business moves in order to attract top talent
  2. Fan Experience
    1. Team owner creates outcomes for “fans” by focusing on the teams
    2. Best players on the field
    3. Long-term view of players and how they fit with the culture of the team
    4. Committed to creating a winning tradition
  3. In business, customers want you to win also
    1. When you are winning for your business and your employees, your customers will feel the benefit of that and pay a higher value
    2. Shift away from sales and marketing to a long-term view of investing in the culture you’re creating
    3. Joe Torre and George Steinbrenner as customers

SECTION 4 (13:57)

  1. Customer service being disrupted
    1. Social Media Platforms
      1. Empowers people to have a voice
      2. Empowers employees to have a voice
    2. No More Crappy People
  2. Get clear about the type of company you want to be
    1. Win where you are
    2. Get “called up to the big leagues”
    3. Differentiate your brand

SECTION 5 (16:28)

  1. Making customers happy
    1. Giving away free products to consumer customer does not make owner customer happy
    2. Only pleasing owner customer by charging higher prices for example, may not be making consumer customer happy
    3. By focusing on EMPLOYEE customer, both consumer and owner customers will be happy
  2. Commitment
    1. Owner customer must be committed to employee customer who will then be committed to both consumer customer and owner customer
  3. Organization
    1. Understand your consumer customer in order to place the right people within your organization
    2. Do not underestimate the talent acquisition process
      1. Observe people in action (like a scout for professional sports)
    3. Invest on the front-end
      1. It is more costly upon exit
      2. It is OK to prune out the people who do not fit with your company culture
      3. Hire the right people – protect your culture
    4. Continually stay engaged with your employee customer
      1. Example – Derek Jeter embracing every new player on the team, mentoring, welcoming, etc.
      2. Keeps the team growing for the benefit of the customers


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