With so much customer focus why am I not drowning in thank you cards?

On the one hand just about every large UK based corporate is professing  their commitment to the customer.  Some say they are committed to customer service.  Some declare their commitment to customer focus.  A few are bold enough to state that they are customer-centric.  And many are busy improving the customer experience.

So how is it that deep in the festive season that not a single corporate – Sky, BT, Orange, Amazon etc – has written to thank me for being a customer over the last year?  If the customer is king – as is so widely accepted – then does the king not even merit a thank you wrapped up in a Christmas card or email?  Maybe I am just a poor customer and you are a good customer.  Are you drowning in thank you’s wrapped up in Christmas cards?

Think what my experience as a customer would be if I received a thank you card at Christmas.  Just a genuine thank you with no up-sell or x-sell message or offer.  Is it possible that would have occurred as positive customer experience?  For me definitely.  How about you?

Interestingly, the only cards that I have received are from small recruitment agencies.  Whilst they have followed the Christmas ritual they have not done so with heart.  Or put differently personalisation and personal are very different.  Business people confuse the two and at their costs.  Enough on that –  I will write a post to explain the difference.

It strikes me that customer-centricity in the UK is like the fresh fruit in the UK supermarkets:  the fruit looks good yet when I bite into the fruit it is almost always tasteless.  Now compare that with France where the fruit does not look as good yet is delicious.

 

Author: Maz Iqbal

Experienced management consultant working at the intersection of strategy, customer, and technology. Combine a tendency to think strategically with a penchant for getting my hands dirty at the coalface of implementation.