I Love You More Than My Dog by Jeanne Bliss

Author:Jeanne Bliss [Bliss, Jeanne]
Language: eng
Format: mobi, epub
Published: 2012-04-05T05:12:49.754000+00:00

—ROBERT FROST

It’s an everyday charge up the hill to be there for customers in ways that are important to them. Beloved companies gladly decide to do the hard work. They’re in the scrimmage every day to earn the right for their customers to return.

Being there for customers fuels the prosperity engine of beloved companies. Beloved companies think and rethink how to conduct themselves, so they earn the right to their customers’ continued business. Their “experience” is far more than the execution of an operating plan. They leave customers thinking, “Who else would have done this?” “Where else could I get this?” “I want to do this again.” By creating reliability in the way they do business, and fusing that with moments of contact delivered from the customer’s point of view, beloved companies earn the right to grow Beloved Companies Decide to Be There.

“We must earn the right to continued relationships with customers.”

Amazon.com sold its first book in July 1995. The success of that experience earned the company the right to add a music store in 1998, and consumer electronics and toys and games in 1999. Since then, the addition of nearly every category has been met with customer acceptance: a kitchen store, a camera and photo store, office products, apparel, sporting goods, gourmet foods, even health and personal care and high-end jewelry. If Amazon.com had not executed the delivery of books wel during its foundational years, its expansion into these other lines could not have occurred. Amazon.com continues to operate with the understanding that customer loyalty is a right that must be earned—it is not an entitlement.

Named the most reliable e-tailer for the 2008 holiday shopping season, Amazon.com’s results attest to the power of being there for customers.

Giving customers peace of mind for what to expect fueled their business growth.

Companies that earn customers’ trust and peace of mind often create the emotion of desire for their experience. Customers look forward to repeating their experience. While buying books over the Internet is old hat to us now, when Amazon.com was first introduced to us, our lives changed. They delivered the joy of receiving books in the comfort of our living rooms. And not just with their operational finesse, but also with the thoughtfulness with which they delivered what was in our shopping carts. We wanted to repeat the experience again and again.

Beloved Companies Deliver What Customers Desire.

The Journal of Consumer Research says in its article “The Fire of Desire: A Multisited Inquiry in Consumer Passion” that “there is spreading consensus that much, if not al , consumption has been quite wrongly characterized as involving need fulfil ment, utility maximization, and reasoned choices.” Think of services or experiences you’ve had that were astounding in how they impacted you. There is a desire to repeat those experiences—most likely not only because of the utility of what was delivered, but because of how you were related to, and treated, and made to feel.

Let’s say, for example, that a company is in the business of making plastic drinking cups for children.

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