I started one of my first technology business in 1998. It was only myself
and my business partner running the business. Initially, we had to do a
lot of adverting to gain new clients. Once we acquired a client, we
provided exceptional service, we went above and beyond and made sure the
client receives a great value. Shortly after, we received so many
referrals and we no longer needed to run any new advertising. It was so
easy to gain new clients and so easy for the clients to sign up with us on
their new project. This is because the new clients have trusted the
If you ever read the history of Jeff Bezos and Amazon, you would see the
similar situation; Jeff focused all his efforts on customer satisfaction.
He even had an empty chair in all of his meetings and that empty chair
represented a client. Jeff wanted to emphasize the importance of having
empathy for their customers.
Amazon is now one of the biggest and most successful online retailer.
But in today's environment, the attitude of businesses toward their
customers have changed dramatically. Businesses do not appreciate their
customers much and they do not go above and beyond to provide good service
and value, in fact, if they feel that they do not like a type of customer,
they just refused services or treat that customer really bad.
I think the main reason for such a poor treatment of customers these days
is because there is a substantial increase in people's stress especially
financial stress level, so people's level of empathy for others have been
declining, and this low empathy level has been spilled over to the
business owners and their workers in treatment of their customers, they
have very little empathy toward their customers so they won't care to
deliver above and beyond to their customers.
To be fair to the business owners, there are some types of customers who
do not have empathy toward businesses either, some customers take
advantage, make unreasonable demands and are difficult customers, so
businesses start to punish all of their customers because of a few
I remember once I went to a business success meeting and the speaker went
off about how the unreasonable customers can bring down a business, which
can be true; however, just because there are a few unreasonable people out
there, it is not smart or nice for businesses to generalize and treat all
of their customers in such unemphatic ways. It is not good for business;
bad treatment of customers will bring bad reputation to a business and it
can lead to the business going bankrupt.
I hope businesses learn to appreciate their customers and do not punish
them all just because of a couple of unreasonable customers.