Memo to corporate America: Your customers are not walking dollar bills.
You don’t have to be a consumer advocate to know that. Just attend a random corporate event and you’ll see that companies don’t always see their customers the way they should.
The meeting I attended for a major transportation company — that shall remain nameless — was impressive. C-level execs in their Italian suits showed off some brand-new products that wowed everyone in attendance. But whenever they talked about the customer, and particularly customer satisfaction, it was in a detached, almost clinical way.
“Happy customers spend more,” the CEO told me. “So we want happy customers.”
“Why do companies really care about your happiness? (It’s not a trick question)”