Christmas: A Time To Be Of Service and Put Love Into The The World?

Take care of God’s creation. But above all, take care of people in need

– Pope Francis

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“I’m not contagious, but he didn’t know. He just did it; he caressed all my face, and while he was doing that, I felt only love.”

– Vinicio Riva

POPE FRANCIS' GENERAL AUDIENCE

I say let’s not restrict our care, our love solely for people. Let’s expand our compassion to include animals and life itself.  Let us learn from the example of John Unger as expressed in his relationship, care and love for Schoep, his dog.

original

“Shep falls asleep every night when he is carried into the lake. The buoyancy of the water soothes his arthritic bones…… 

I want people to identify with this photo, and remember a time when they felt safe, loved, and cared for,” “Then I want them to channel those feelings and pay it forward!…

– Stonehouse Hudson

Does Love Lie At The Heart of Service & Loyalty?

I was introduced into the ethos of service around the age of 6.  I would arrive back from school in the afternoon and be welcomed back by my mother.  She would ask me about my day whilst offering me tea and sandwiches. Once fed, she would hand me a box of sandwiches. She would tell me to go and feed our elderly neighbours and help them with their chores.  And this is what I did every day. I visited my neighbours, I talked with them, I moved things around for them, I cleaned up a little, I went shopping for them.  My initial reluctance and shyness gave way to relationship – I looked forward to visiting my neighbours and helping them out.

Why did my mother make sandwiches every day for our neighbours?  Why did my mother insist that I take the sandwiches to our neighbours and help them with their chores?  Whenever, I asked these questions my mother simply said something along these lines: they are our neighbours, they are old, they need our help, it is our duty to help our neighbours, that is what human beings do for one another, we care for one another, we help each other out.

It occurs to me that my mother would find most of the talk on customer service, customer engagement, customer loyalty, and customer-centricity empty.  Empty of what? Empty of a genuine empathy. Empty of genuine of compassion. Empty of wholehearted care for our customers and our fellow human beings.  Empty of love.

It occurs to me that love lies at the heart of great service – the kind of service that generates empathic connections, heartfelt gratitude, and loyalty on both sides. Love of working for an organisation that pursues a life affirming purpose. Love of one’s role in that organisational purpose. Love of one’s colleagues. Love of the customer as a fellow human being.  It occurs to me that love is the difference that makes a difference.

I leave you with the following passage from Miguel De Unamuno, it is my gift of love to you on this beautiful day:

Here you have a shoemaker who lives by making shoes, and makes them with just enough care and attention to keep his clientele together without losing custom.

Another shoemaker lives on a somewhat higher spiritual plane, for he has a proper love for his work, and out of pride or a sense of honor strives for the reputation of being the best shoemaker in the town or in the kingdom, even though this reputation brings him no increase of custom or profit, but only renown and prestige.

But there is a still higher degree of moral perfection in this business of shoemaking, and that is for the shoemaker to aspire to become for his fellow-townsmen the one and only shoemaker, indispensable and irreplaceable, the shoemaker who looks after their footgear so well that they will feel a definite loss when he dies—when he is “dead to them” not merely “dead”—and they will feel that he ought not to have died. And this will result from the fact that in working for them he was anxious to spare them any discomfort and to make sure that it should not be any preoccupation with their feet that should prevent them from being at leisure to contemplate the higher truths; he shod them for the love of them and for the love of God in them—he shod them religiously.

 

Ultimately is it all about the contribution one makes?

This is a personal post inspired by great conversation with a great person who carries the title of CXO. If you do not do personal then I advise you to stop now and carry on with the impersonal.  Let me start by giving you a glimpse of what I am going to be dealing with in this post:

People, and relationships, matter more than stuff, whatever the stuff.

What is the game of business about?  What is your life about? 

What I notice in business is busyness.  Just about everybody is busy.  Just about everyone is running from one meeting to another, from one deliverable to another, from one sales call to another, from one kill to another, from one problem to another.  Busyness everywhere in business.  And it occurs to me that the whole Customer thing (insight, analytics, customer focus, NPS, VoC, customer experience, customer-centricity…) is the latest fashion for being busy.

I ask, does anyone actually stop and ask the question: “Why?”  I ask you, do you stop long enough with this question?  Have you grappled with this with real intention long enough to let the hidden surface?

Why do we expend our lives in the game of business?  For what purpose?  Does anyone stop to ask “What is it all about?  What really matters?” Is enriching shareholders what really matters in life?  Is it? I am asking you.  Is the reason you exist to enrich shareholders, to maximise their financial return, to drive up their ROI?

Who do I have to thank for being alive today?

I must have been around 7 years of age when I stepped on to the main road and got hit by a white van.  I don’t remember much.  I don’t know how long I spent in hospital.  I do know that my fellow human beings saved my life.  One of my fellow human beings ran to the telephone box and called the ambulance.  Another of my fellow human beings dispatched the ambulance.  The ambulance crew took me to the hospital. Doctors operated on me to save my life. Nurses and later my parents nurtured me back to health.

I was 25 – 26 years old and the future looked promising.  I had been admitted into the Institute of Chartered Accountants in England and Wales. It had taken three years of hard work. I had a good job. My health was good. Actually everything was just great. On a Monday morning I turned up at my doctors surgery.  My left arm had ballooned up over the weekend.  The doctor took one look at my arm and called the hospital. Then he told me to follow him.  He asked me to get into his BMW. He put on the flashing light and drove as fast as he could to the hospital. There a team of doctors were waiting for me. I arrived, I was sedated immediately.  While I was out cold the doctors operated on me and saved my life.

Both of these events occurred unexpectedly and when I was young. So nothing interesting showed up for me when they occurred. No deep insight into life and what matters.  This changed.

What I learned being face to face with death

The pain in my chest woke me up around 2am.  Clearly, my friend Asthma was visiting me once more.  Being used to this I was calm and focussed on relaxing assuming he would go away within 60 seconds as that was his custom. This time he did not go away. Instead, he tightened his grip: the pain increased and my breathing became shallower.  I walked over, gently, to the windows and opened them to get fresh air.  Usually, that helped, this time it didn’t.

Asthma tightened his grip once more.  Pain increased and my breathing came shallower.  It was then that it hit me: I am going to die! I am going to die, all alone.  After 30 seconds or so my fear subsided and absolute calm and clarity was present.  What showed up at that moment?  Take a guess.

“Who contributed to my life?  Who made my life easier?  Who was there through the hard times?  Who was there through the fun times?  Who will I miss?  Who will miss me?”  There facing death what showed up for me was a question of people, relatedness, and relationship.  As my breath was short, I phoned my wife (who was in France with the children) got through to her voicemail. I told her I loved her and thanked her.  Then I phoned my brother and got through to his voicemail: I left him the same short message.  Then I phoned my sister and left the same short message. After that I had no breath left.  And it occurred to me that my time had come.

Is life and business ultimately about contribution? 

My encounter with death taught me, that for me, life is about contribution.  It is about being of service and making a contribution to my fellow human beings and life itself.  For me, business is a realm of life. And as such I am clear that for me business is also about being of source of contribution to my fellow human beings and to life itself.  It is about empowering people rather than disempowering them. It is about inclusion rather than exclusion. It is about generating happiness.  It occurs to me that Tony Hsieh of Zappos gets this and operates from this context.

Is it possible that the secret of employee engagement and of customer loyalty is this simple?  Make a contribution, empower, generate happiness in whoever you touch.

So I ask you, when we leave strategy, process, technology, business models, value propositions etc aside, is the game of business ultimately about being of service, being a source of contribution to our fellow human beings. And playing our part in co-creating a world that works for all, none excluded?

I have one further question for you.  Is it possible that this is what real leadership is?  Is it possible that real leadership is operating from the context of You AND me, together, co-creating a world that works for all, none excluded?  Is it possible that when we operate from this context that co-operation and collaboration show up?

What do you say?  What is the game of business for you?  What is your life about?  I look forward to hearing from you.

What does it take to generate deep contextual customer insight?

Do you know your customers?

Is it possible to know your customers simply through ‘at a distant’ listening methods like NPS, post transaction surveys, social media, text mining customer call records etc?  I get that many of you are convinced that you do know your customers.  You are that you know what matters to your customers.  You are that your VoC listening programmes provide you with insight into your customers.

If only it were that simple.  Insight, deep contextual insight, is not that easily gathered. What am I pointing at?  Let me share a story with you, a story that Irvin Yalom, an existential psychotherapist, tells in his book The Gift of Therapy:

“Decades ago I saw a patient with breast cancer ….. been locked in a long, bitter struggle with her naysaying father.  Yearning for some form of reconciliation …. she looked forward to her father’s driving her to college – a time when she would be alone with him for several hours. 

But the long-anticipated trip proved to be a disaster: her father behaved true to form by grousing at length about the ugly, garbage littered creek by the side of the road. She, on the other hand, saw no litter whatsoever in the beautiful, rustic, unspoilt stream. She could find no way to respond and eventually, lapsing into silence, they spent the remainder of the trip looking away from each other.

Later, she made the same trip alone and was astounded to note that there were two streams – one on each side of the road. ‘This time I was the driver’, she said sadly, ‘and the stream I saw through my window on the driver’s side was just as ugly and polluted as my father had described it’.

But by the time she learned to look out of her father’s window, it was too late – her father was dead and buried.”

Please note that the daughter did not get access to her father’s experience until she physically sat in his seat and travelled the same route that her father travelled.  Or put differently, that little distance between the driver’s seat and the passenger seat made all the difference!  Are you still convinced that you understand your customers and their experience, that ‘at a distant’ VoC listening programmes give you the requisite understanding of your customers?

What does it take to generate this deep contextual insight?  Empathy

I say that if you want to excel at the game of service, of customer experience and/or customer-centricity, you have to get deep insight into the lives of your customers.  I say that if you want to design great customer experiences you have to get deep contextual insight into the lives of your customers.  I say that if you want to cultivate a customer-centric organisation then you have to get deep insight into the lives of your customers AND the people who work inside your organisation.  And I say that you cannot get this deep contextual insight through ‘at a distant’ listening programmes. I say that to get this deep contextual insight you have to cultivate empathy.

How do you cultivate empathy for your customers and the people working in your organisation?

The short answer is go beyond ‘at a distant’ VoC listening programmes. Get out of the office and get on the front line.  Put on the shoes of the front line employees and interact with, sell to and serve customers.  Go further and put on the shoes of the customers, sit where she sits, and travel the path that she travels. If you have the patience for the longer answer then I recommend setting aside 20 minutes to watch the follow informative video: http://youtu.be/G9jC1ThqTNo

The 6 habits of highly empathic people

Here are the six habits of highly empathic people as set out and discussed by Roman Krznaric in the video above:

  1. Cultivate curiosity about strangers
  2. Challenge prejudices and discover commonalities
  3. Get into extreme sport – extreme sport of experiential empathy
  4. Practice the art of conversation
  5. Inspire mass [empathic] action and social change
  6. Develop an ambitious imagination

Final words

The price of deep contextual insight into the lives of our customers and the people who serve them is to travel the path travelled by George Orwell and Patricia Moore.  You will get what I am pointing at if you watched the video.  There are no short cuts.  I say that it is only once you have that deep contextual insight that you will be in a position to even know what questions to ask on VoC surveys, what to listen to on social media, and how to make sense of the that which shows up on VoC listening posts.

What does it take to generate/deliver great service?

It is Christmas time and I want to give you, my fellow human beings and the readers of The Customer Blog, a gift.  What kind of gift?  The kind of gift, which if embraced, will give you access to great relationships – with your family, with your friends, within your community, at work, with your customers…

The gift of ‘service’: is this the greatest gift that you can give?

It is Christmas time and what I notice is that it is a time of concern – a concern with gift-giving.  And this year as I think about gift giving I am immediately taken to Sandy Hook Elementary School.  I am confronted with this question: what is the greatest gift one human being can give to another?  It occurs to me it is ‘service’.  What?   When I speak ‘service’ I am pointing at the kind of service being pointed at in the following quote:

“My notion about service is that service is actually that kind of relationship in which you have a commitment to the person. What I mean, in fact, is that for me what service is about is being committed to the other being. To who the other person is.

To the degree that you are, in fact, committed to the other person, you are only as valuable as you can deal with the other person’s stuff, their evidence, their manifestation, and that’s what’s service is about. Service is about knowing who the other person is and being able to tolerate giving space to their garbage. What most people do is is to give space to people’s quality and deal with their garbage. Actually, you should do it the other way around. Deal with who they are and give space to their garbage.

Keep interacting with them as if they were God. And every time you get garbage from them, give space to garbage and go back and interact with them as if they were God.”  Werner Erhard

Which business brands provide this kind of service?

In the business world there is one brand in particular that gets the kind of service that Werner Erhard is pointing at and illuminating.  Can you guess who it is?  It’s Zappos.  Which is why I am not at all surprised to read that Zappos Set An Insane Record For The Longest Customer Service Phone Call Ever.  How long did this phone call take?  9 hours and 37 minutes!  Here is what, in particular, caught my attention:

On July 16th I received a call from Lisa about 2 hrs. into my shift. We talked for 9 hours, 37 min. I took one bathroom break about two hours in. Kara Levy [another team member] took care of me by bringing me food and drinks. We talked about life, movies and favorite foods.”   Shaea Labus, the Zappos Customer  Loyalty Team member:

“Sometimes people just need to call and talk,” she [Shaea] said. “We don’t judge, we just want to help.”

What does it take to generate/deliver great service and make a difference?

The question that calls to me and asks for an answer is this one: what does it take to generate/deliver great service – the kind Werner is pointing at and which is being delivered by Zappos?  What is your answer?  Is it technology – the latest state of the art CRM/customer service system?  Is it CX blueprint that sets out the ‘process/script’ that the Customer Loyalty Team Members have to follow?  Is it the KPIs that Zappos’s management team have set?  Is it perhaps the people – the special people that Zappos employs?  Is it the pay/rewards that Zappos gives to its employees?

Let’s listen to a master of the human condition, one who strips away our rationalizations. What does this master have to say on the matter of service, of making a difference?

“All it takes to make a difference is the courage to stop proving I was right in being unable to make a difference… to stop assigning cause for my inability to the circumstances outside of myself …… and to see that the fear of being a failure is a lot less important than the unique opportunity I have to make a difference.” Werner Erhard

Summing up

Zappos generates/delivers great service because the Tops (starting with Tony Hsieh) are committed to delivering great service.  Great service is not something that they do.  No, great service is who they are in the world.  Did you get that?  The folks at Zappos ARE great service; their being – how they show up for themselves, each other, customers, the world at large – is great service!  Put differently, for the Zappos folks great service is not a question of doing it is a question of existence.  And, yes, existence does require a viable ‘business model’.  That is something that the folks at Zappos figured out after they formulated their commitment to being the brand  that is synonymous with great service.  And they kept tinkering and tweaking to get the business model right.

What does it take for you and me to make a difference in our showing up in the world – to our family, our friends, our community, our fellow employees, our customers?  A reconceptualization of ‘service’ along the lines set out by Werner Erhard AND the courage to stop proving that you/I are unable to make a difference. Put more simply and bluntly: you and I need to stop playing small!  Look around you and you will find that many businesses generate poor/indifferent service because the people in them – starting with the Tops – play small.

Who are the UK’s 2012 Customer Experience Leaders and What Can We Learn From Them?

Why have I been making such a big fuss of leadership, management and employee engagement? 

Some of you – especially those of you that focus on strategy, process or technology – might have noticed that I have increasingly made a big thing of leadership, management, employee engagement and organisational effectiveness.  Why?

This is the third year of the Nunwood Customer Experience Excellence Index in the UK and here is what the 2012 report says:

“For many of the Top 10 it is their focus on employee engagement, training, development and motivation even for seemingly mundane jobs that differentiates the service experience.”

“There is generally a movement to empower front line staff to step outside procedure and make sensible decisions in favour of the customer.”

“The role of the retail in-store employee is moving from transactional to information, education and building a relationship.”

What else does the  Nunwood CX 2012 report tell us?

Aside from the critical importance of employees and employee engagement engendered through the right leadership and management practices, the following four points caught my attention:

1. In a price dominated shopping context, many companies are looking to non price based factors to compete;

2. Companies have focussed on making it easier for customers to do business with them by “removing time and effort from business processes as firms seek to get the basics right”;

3. Increasingly attention is shifting to the human/emotional factors that “make a deeper connection with consumers”; and

4. “The leaders achieve consistently excellent delivery of the basics but also deal with the unusual – unusually well.”

Who are Nunwood’s UK Customer Experience Excellence leaders?

Amazon stays in top place followed by John Lewis (multichannel retailer) and First Direct (non branch bank).  Green Flag (car breakdown service) and The Co-operative Bank are the two brands making the biggest improvement since 2011. Here are the Top 10:

nunwood_CX202_Top10

What can we learn from these CX leaders?

I have gone through the Nunwood report to figure out what made each of these companies/brands stand out.  And to list the key characteristics that contribute to them being CX leaders. Here is the table – please click on it to see it more clearly:

Nunwoods CX2012 Top 10 MastersAnd finally

In the top 10 there is only one company/brand where marketing as in ‘promotion’ (which sadly is what marketing has become in too many organisations) has contributed significantly to the customer’s experience. And as such is mentioned by the Nunwood report.  If you read the table above you will find that it is the the £10 dine for two promotion from M&S Food that spoke to / found favour with customers.

Have you noticed something deeply significant?  These companies are actually operating from a powerful context (‘do right by the customer’) and thus putting in place the people, the cultural norms, the processes, the metrics and the technology that enables them to do ‘right by the customer’.  I am clear that requires leadership from the top (walking the talk).  And the right management practices: recruiting the right people; encouraging them to delight customers by rewarding them for building relationships/delighting customers; listening to customers as people of integrity; allowing employees the space to bypass policies, processes and procedures when it is necessary to do so; encouraging employees to own the resolution of customer problems; and putting in place the process and technology that enables customer facing people to quickly/easily deal with and resolve stuff that matters to customers.

If you still don’t get it then I will spell it out.  I say a genuine commitment to service in the broadest sense of service is what drives customer experience excellence and generates customer advocacy/loyalty. And marketing can contribute provided marketing shifts its focus from ‘spin’ to genuine service to customers through information, education and seduction – seduction that is based on the ability of the organisation to deliver the promise that is used to seduce the customer.   If this speaks to you then I recommend that you read a post I wrote a little time ago:  Transforming Service through the radical reconceptualisation of Service

Why price matters and how it is tied up with marketing, service and customer experience

In a recent post, I wrote:

“Bob Thompson shared the results of research he had been involved in some years ago.  When customers were asked what constituted ‘customer-centricity’ they came up with:  product quality/fitness for purpose; customer service excellence; being treated fairly; and price.  Bob made a big play, as do others, about price only being fourth on the list.  I will be writing a post on the price myth soon.”

Can you count on customers to tell the ‘truth’?

Before we can grapple with the ‘price is not that important, other stuff is more importantmyth we have to grapple with the customer/market research myth.   Why?  Because the people who make customer related claims – including on the matter of price – almost always refer to the results of customer surveys and market research.

Research simply discloses how a specific bunch of people responded to/answered a set of questions given the way that these questions were worded/framed and how/when the research was conducted.  ‘That is it – that is all it tells you!  You cannot use it to make declarative statements of ‘truth’ about what matters to customers nor what they actually do when they are shopping in the real life shopping environment. Even if we assume that all bias has been stripped out of the surveying/research process we are confronted with this:  people deceive themselves whilst being convinced that they are espousing the truth – neuroscience suggest that this is a fundamental feature due to the design of the brain, which is really many brains in one.

Asking about price, and how much it matters or not, is like asking about sex.  Why?  Because the question is laden with meaning which puts one’s identity, self-esteem and ‘social face’ at stake.  If you are a woman and answer that you have had many partners and love sex then you are likely to be thought of as being ‘loose’ and looked down upon.  And you, the woman that is being asked that question know that and so you modulate your answer – you lie.  Now imagine that you are a man.  How likely are you to say that you have had no sex at all in the last three months?  I recently took part in a speed awareness course where only 2 people out of 23 claimed not to be ‘better than the average driver’  Was it because most of us in that room (including me) are deluded or is it some of us were not willing to admit that we are not good drivers in front of our fellows?  Possibly and most likely both.

First the price question will be answered differently by different segments and you cannot average it out – to some people it might matter a lot, to others not at all. Second, there will be a ‘right’ answer (socially desirable) given the current circumstances – have you noticed how thrift is in and conspicuous spending out?  Third, what people say (and even think they do and what matters to them) is often very different to what is so.  And even when you educate them on what is so they tend to ignore it – they were blind to it for a very good reason.

In short,the scientifically correct thing to do is to be skeptical about what people say: you simply cannot count on human beings to have accurate insights into themselves or their behaviour.  And you cannot count on them to tell the ‘truth’ as it shows up for them if their ‘social identity’ is at stake.

What is our relationship to price?

Take a look at what is happening on the high street. We go and try out products and get advice in stores and then go home and buy it online because we can get the same product cheaper.  Is this why so many stores have closed in the UK and why high streets are littered with empty or boarded up shops?  Remember Gateway?  The  online PC seller who opened stores and designed/delivered a great shopping experience?  It ended up closing the stores.  Why?  Consumers tuned up at the stores got great advice and then they went home and bought online from Dell because Dell was cheaper.  What was the fear with the internet?  Ease of finding/comparing prices.  Why?  Because it would enable buyers to buy from the cheapest seller.  Why do offline retailers fear smartphones?  Because they enable shoppers to compare prices and either buy it online (cheaper) or head for a store down the street that supplies the same product at a cheaper price.

Look at Ryanair and Easyjet – these low cost airlines exist because they have come up with a low price value proposition for air travel that speaks to people whose first and foremost requirement is price – cheap.   Look at IKEA – it had done the same for furniture.  Then there is WalMart in the USA and Matalan in the UK – doing very well by selling merchandise at value prices.  In short these players are doing well because they are playing the price card well.

Price can also be an indicator or quality and thus assuage our concerns about being swindled/making the wrong choice.  For example, experiments show that if you have a high end product and a low end product then you can do better by introducing a ‘in between product’ in terms of price.  When you do that what happens?  You make more money because you help people to buy.  Most people will buy the ‘in between’ priced product – these people fear buying the ‘cheap’ products (quality concerns) and are not up for buying the top priced product.  Note: it is essential that the shoppers is uncertain about the quality of the products for this behaviour to show up.

What is my point of view on Price?

I say that price does matter especially in the current economic climate.   We are all sensitive to price – our sensitivity depends on our sense of our financial well being.  It depends on current savings, current income and how we see the future. If our income/savings are low then we will be price sensitive.  Last summer I spent some time in the New Forest and in particular in a locale where only the rich can afford to live – property price are high.  Yet, I was shocked to see busy ‘cheap stores’ nestled in amongst the expensive stores. Then I got that there are plenty of old folks who have retire in this locale.  They have used their savings to buy their homes and their incomes are limited and so they use the ‘cheap’ stores.  Finally, the future matters, if the future looks bleak then we are more price sensitive than if the future looks bright.

I say that we will not willingly pay more than we have to for the same product if all things are equal.  A great example of this is insurance – most people buy on price as they assume that all companies, all policies are alike.   Only those that have made a claim, become wise to and factor in what the policy covers and the claims experience.  That means that if store A wants to charge us more than Store B  for an identical product then the people at store A have to invent differences and communicate these differences so that the customer can justify paying the higher price.

The central challenge of business continues to be inventing differences – real and imagined – so as to get the customer to pay a higher price than s/he would otherwise pay.  The factors that companies have to play with are: product and product development; marketing and the art/science of impression/perception management (notice the interest in neuroscience and neuromarketing); service (not the function called Customer Services) and in its broadest/modern sense Customer Experience; and business model design – what you charge for, how you charge….  Apple does it through great products.  Zappos does it through great service. Amazon does it through the ease of the purchasing process.  USAA does it through the ‘community’ and ‘integrity’ and ‘service’.  Zane’s Cycles does it through the customer experience and ‘community’………

Put differently, the justification for investments in marketing, in service, in the customer experience are based on counteracting the buyers propensity to buy on price if all things are equal.  That means that the purpose of marketing, service, customer experience is to ensure that all things are not equal in the minds of buyers.  Manipulating perceptions – the role of marketing – used to be enough because only marketer had access to media. Media exists to shape minds – always.  Marketing no longer works that well due to the democratisation of voice. Which is why there is pressure to actually be different: stand out products; stand out service; stand out customer experience. This requires a fundamental change in organisational behaviour: investments have to move from marketing (impression management) to the product and/or the operations that enable buyers to buy, own and use the product.  Few organisations have made that shift in priorities and spending.  Which is why so much customer talk is simply empty talk.  Now compare that with the companies that stand out in terms of product-service-customer experience: do you notice that they don’t spend anywhere near as much on marketing as their competitors?

What is the good news?  Whilst price matters it is not the only thing matters.  Our dignity matters to us – we are selves who are aware of ourselves and who are driven to relate to ourselves as worthy/important/as mattering.  And this need is as important as the need for a ‘good deal’.  As such this provides an opening for organisations who honour our need for validation, for dignity, for wanting to feel there are good guys out there and that we live in a ‘good’ world.  Which is why companies like Zappos and Zane’s Cycles are doing well – they charge premium prices in turn for honouring us ‘as the best of ourselves’ .  And enough of us are willing to pay the premium price and talk about these companies as if they are our friends.  Because they show up for as being our friends.  Amongst friends, price is not the most important thing, it is trust, it is looking after one another, it is acting equitably/fairly.  It is giving a helping hand now, in the full knowledge that our friend will be there when we need that hand in return.  As and when that expectation is violated by our friend/s then we speak out – think Netflix.