The Uncommon Customer
The supermarkets care about their customers. The airlines care about their customers. The banks care about their customers. But they don't care about you ...their customer. You see they care about the construct of what a customer is in their mind. They care about their target audience. The avatar they have in their business plan. They talk about the customer in boardroom meetings non-stop. But when you have an actual problem they don't care about you. Supermarkets are spending millions on television promoting contactless pick up. You order a day in advance, turn up at the appropriate time and guess what, they're still picking your order.... come back in 45 minutes. You stand in dispatch as a staffer profusely apologises. Management don't know and don't care. They don't care what you have planned, your day, your family, your week, your commitments set around your allotted pick up time, and the person apologising just feels bad about it but knows there is nothing in their control they can possibly do about it. Supermarkets, banks, big institutions, the airlines ...sure they care about customers ...they care about the construct what a customer should be... but they don't care about you. They care about the thing called a customer. So in your business, care about people, the actual person... and be uncommon!
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