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3 July 2020  -  Business

Running your business is all about shoes

I have a pair of “favourite” shoes. I wear them everywhere. Granted sometimes they are a little out of place but they are irreplaceable (and not just because I bought them in 1982). I have worn these shoes on good days, on exciting days, on bad days and on days where life just seems to slip by.

As a business owner, entrepreneur or successful professional it is paramount you “put yourself in someone else’s shoes” and I have been thinking about this a lot.

What does this actually mean? I am pretty sure it’s not actually about physically swapping shoes with someone. With size 3 feet I am very glad about that because a) I like my shoes and b) I’m not trying to channel daffy duck.

I have decided it is about viewing things from a different perspective – from someone else’s perspective. This includes a whole raft of things but it is imperative to understand the service and products that your customer expects and are required.

I was on a Xero Webinar recently and they pointed out, “Having a loyal customer following is the holy grail for most small businesses. But with a competitive market, it’s often hard to know how to best attract and keep them”

Putting yourself in someone else’s shoes is the most practical and effective way to understand your customer’s experience. So how do you do it?

Talk to your customers

Don’t steal their shoes (because that would be wrong). Communicate with them.

Don’t forget your customer’s point of view. Customers want personalised, tailored solutions and as providers we must think about the details. To deliver a personalised service “jump over the counter” and experience your business from a new perspective.

Act on customer’s feedback

Acting on customers’ feedback demonstrates that your business cares. It is hugely important that customers appreciate that you have not only received and acknowledged their contact but that they know what you intend to do as a result of the feedback. Show you care.

Socialise in social media

Right now social media is one of the best channels you can use to interact with your customers. It provides tools to nurture new relationships and strengthen existing ones.

It’s not just about selling your business though, it’s also about listening. Following clients and peers means you know what’s going on in the market. That you understand. Following conversations and trends and answering questions gets people listening.

Visit your website.

With almost 70% of the UK’s population now owning a smartphone, it is vital that your website is streamlined and displays on various screen sizes.

Additionally, if you were a customer, could you find all of the information you need? Can they clearly understand the service you offer, how you can solve their problems and an indication of the time / cost involved?


Keep this in mind; 84% of customers don’t expect you to meet their expectations. 96% of unhappy customers don’t complain. 91% of those customers simply leave… and never come back. If your customers are not happy then someone else is wearing the Jimmy Choos. Make sure you have a clear understanding of what your customers find valuable. Putting yourself in the customers’ shoes is a strategy. Incorporate it in your business and learn how it can secure happy and returning customers.

For further information, or a chat, please contact Clare Galloway ( or visit Follow us on Twitter (@MagicBeansAcc) or Facebook (