Love Your Customers or Don’t, But Pick One

Some companies choose to love their customers.  They do almost anything to make them happy because they know that their customers are their most powerful marketers.  The Hilton Garden Inn in Hartford South loves their customers.  Morton’s Steakhouse does too.  Zappos is world renown for loving their customers.  You pay extra for products and services because of the high level of service provided.

Some companies blatantly choose not to love their customers, indirectly a bad service strategy.  But it works.  Superstore doesn’t list a number in the phone book.  If there’s no number to call they don’t have to employ anyone to answer the phone (cost savings).  Wal-Mart doesn’t need good customer service, that’s not why you go to Wal-Mart.  They compete on price and any customer service above and beyond the minimal is a waste of money.  Go ahead and complain, they don’t need to care, people will always be attracted to the lowest price in town.

Love your customers or don’t.  The problem arises when you don’t pick one.

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