Recently I have become quite focused on the issues of customer trust - primarily I am saddened by the trend to take advantage of the consumer.
We are all consumers and customers of one or more products and brands and, yes, we make decisions based on some irrational quality of why we like one product over another.
But has the trust been lost?
The common way to riches seems to be, firstly, present yourself as a consumer focused service – then once you think you have that – to misuse that trust.
We can cite cases from Google to Airbnb’s recent faux pas as illustrations of this trend.
It seems to me that there is a series of assumptions that "sellers", whether they are product owners or intermediaries, have in dealing with the customer:
- The customer is stupid and we need to tell him what he needs because he doesn’t really know. Eric Schmidt of Google is famous for making such an assertion in public.
- The customer doesn’t need to know and what he doesn’t know will not hurt him. Treating a customer like a mushroom is the best policy.
- The customer owes me a living.
- Customers will flock to anything new no matter what it is.
- Customers have short memories and forgive all the time.
Are there real customer lovers who have never strayed from being the customer advocate, that you can rely on?
There are companies out there that adhere to a strong customer focused set of principles - for example, in presenting the truth even when its bad, how they handle bad situations.
So, this is my search - find a true customer-loving business in the travel industry.
I am looking for companies who can demonstrate that they do go that extra mile, which don’t abuse their customers and will not knowingly break that that trust.
Two companies immediately come to mind. One is the UK retail store John Lewis Partnership. The brand's slogan – Never Knowlingly Undersold – has underpinned a trust that extends throughout their business relationships. Southwest Airlines is the obvious example in travel.
If you can name a company or are one – then I want to know, here in the comments below. Furthermore, WIT In Singapore in October will give an award to the company who best exemplifies in true customer love.
I believe that there needs to be a trend towards a better appreciation for the customer. Consumers are, after all, a heck of a lot smarter than they have been treated in the past.
Now let’s see who can grab the claim of being the best. Big or small, it matters not. Check the rules and then let’s see who is the best.