THE most basic of principles—well, second to offering quality products or services: Treating consumers with respect and as the 20th-century phrase goes “ put the customer first.” I continue to be amazed that most businesses in the 21st century miss this one. They pretend they get it but they don’t, and often they fake it which makes things worse. Instead, most businesses are trying to save and make money – and end up losing the consumer (when consumers have choices).
These companies who don’t get it – know what to say or write, and advertise with lines suggesting the customer is first. Meanwhile, they have robots answering phones, run surveys that don’t measure the truth, and have hidden ways of charging or saving money while treating customers as second-class citizens.
The few businesses that GET IT – are those like Amazon, Apple, and Trader Joes. They are not perfect, but live human beings answer the phone and after a short period of time. (Note how many companies are unusually busy – all the time!) They allow returns quickly and easily. They do their research properly, encourage and make room for all consumer opinions – and use the feedback properly. They make it right if they get it wrong. They provide for a win-win experience for both consumer and business.