Smart Customers, Stupid Companies: Why Only Intelligent Companies Will Thrive, and How To Be One of Them by Michael Hinshaw & Bruce Kasanoff

Author:Michael Hinshaw & Bruce Kasanoff
Language: eng
Format: mobi
Publisher: Business Strategy Press
Published: 2012-05-14T18:30:00+00:00

This is why customers get so upset.

People know that companies store their information. They get “targeted” direct mail at home and by email. They experience pop-up ads that try to sell them products they’ve been researching online as they surf the Internet from work or from home, and they get “friend” recommendations to connect with. “If companies can do this,” they reason, “they should be able to use this information to help me.”

In general, people are forgiving by nature. Even if a mistake is made, it’s easy for customers to accept and be relatively happy – if not totally satisfied – with a genuine effort to serve them, as long as the mistake is a result of ignorance. (“I’m sorry, we didn’t know you’d moved…let me fix that.”)

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