Author: Samantha Hillion-Burns
Doing good for customers is something that is inherently right. I admire purpose-driven companies. They have a strong commitment to a noble cause that helps them avoid the pitfalls of short-termism and significantly do good for society in some way. Whatever a company’s purpose, I believe that those with integrity ensure that the golden thread […]
Doing good for customers is something that is inherently right.
I admire purpose-driven companies. They have a strong commitment to a noble cause that helps them avoid the pitfalls of short-termism and significantly do good for society in some way.
Whatever a company’s purpose, I believe that those with integrity ensure that the golden thread of doing good for society weaves all the way through to doing good for each of one’s customers. My passion is helping companies on this journey.
Some may say that their company purpose already fully encompasses what good they can do for their customers. For example, a supplier of energy-efficient lightbulbs may have the view that the good they are doing for the planet is equal to the good they are doing for their customers. I submit to you that this is a rather limited view. If the energy-efficient lightbulb supplier is not proactively looking out for their customers’ bests interests, they are not yet doing good for their customers.
What type of activities are doing good for customers?
· Explaining a product so clearly that they are fully aware of what it won’t do for them where they are likely to assume it will. For example, the health booster drops need to be taking consistently for 3 months before you will see results.
· Based on logical triggers that the company could build into their offering, remind customers of actions they need to take or avoid in order to get the best out of the product (even when doing so seems to reduce the company’s profit). For example, the credit card company reminds their clients of the amount due for payment sufficient notice that the client can pay on time without any interest being charged. My credit card company sadly sends out reminders but only a day or two late so despite my immediate payment, they still get to charge me interest. This is not in my best interest. It is in theirs.
These are some of many examples.
Cynics might argue that if companies always did what was in their customers’ best interests they would never make any profit. I beg to differ. When a company openly demonstrates their care for my best interests, especially when it is at the expense of their short-term gain, it generates a response from me that is most definitely in the company’s best long-term interest. Think of the Amazon example. If you have had this experience, you may agree that it creates a positive affinity with Amazon to the extent that far outweighs their potential loss in profit on that one item.
Bear in mind, however, that action that is in a customer’s best interests does not mean a company always does whatever the customer asks for. Sometimes customers want all the gain without taking their share of responsibility; or want preferential treatment that would cause unfair treatment of other customers; or want to take advantage of the company. In instances like these, companies skilled at doing good for their customers know how to explain why they are doing what’s right even though it doesn’t feel pleasurable for the customer at that time. (As an aside, customers who try to take advantage of a company are, in terms of customer psychology, often expressing a disguised deeper message that a company should heed).
I have had the privilege of working with numerous firms who are striving to do good for society aligned to their stated purpose. These firms have realised that despite their best intentions, they aren’t always doing good for their customers. They have benefited greatly from an independent review providing them with insightful reports on areas of excellence and opportunities for improvement.
Seeing that doing good for customers results increased customer loyalty and employee engagement, it is not only inherently right, it is good business practice, too.
Contact Us at WeSpeak Global and follow us on Facebook
The articles, video and images embedded on these pages are from various speakers and talent.
These remain the property of its owner and are not affiliated with or endorsed by WeSpeak Global.
Until someone creates a way to accurately predict the future and Beyond Disruption, there is no way to prepare your business for every change that will come its way and beyond disruption. Whether it is a pandemic that changes the economic outlook, societal trends that change consumption patterns, or machinery or infrastructure that breaks down, […]
I’ve been studying growth lately — human Growth Through Discomfort — and the most common models out there seem to be a bit misleading. Or, at the very least, incomplete. You’ve probably seen something that looks like this: It plays up the purely positive aspects of growth without at least an acknowledgment of the discomfort […]
How to handle COVID-19 working from home and These Three Mindsets Will Help You Thrive During Change With all of the uncertainty everyone is facing, there are three guarantees that you should expect : 1. Everything will take longer. Conferencing everyone in, trying to call into a customer service center, or waiting in line at […]
Elon Musk Activates Starlink internet service to keep Ukrainians connected to the world. Ukraine (27 February 2022) – The Vice Prime Minister of Ukraine tweeted Elon Musk asking him to get Starlink internet into the country, and the South African-born American entrepreneur activated it immediately… reconnecting Ukrainians with the world. The Russian invasion has impacted internet […]
IT’S A NORMAL DAY ON ALIWAL SHOAL. ABOVE TWENTY DEGREES CELSIUS, BLUE WATER WITH SMALL PARTICLES, A LITTLE BIT OF A CURRENT PUSHING, WE DRIFT ALONG WITH IT, WAITING FOR THE SHARKS… (THIS IS THE STORY OF MY FIRST EVER FREEDIVE WITH SHARKS) It’s a clear blue sky, warm air and a slight breeze- […]
Aerial warfare of a whole different flavour has hit the open skies. Anti “Flying Pineapple” technology implemented by various private companies has become a thorny issue for the world’s biggest online retailer, Amazon furious about the use of anti-“Flying Pineapple” technology. Disclaimer: This article is a forecast of a possible future and should not be […]
Stop shoving Do-it-Yourself Options technology on your customer that serve you, but not them! I drop in to my local Wells Fargo branch to get a document notarized and the teller at the counter directs me to scan the QR code on the poster nearby to get on their “digital waiting list.” I say […]
Extreme explorer, Cipla Foundation trustee and ambassador, David Grier, the First person to run The Great Wall of China in both directions and fellow extreme athlete, Andrew Stuart have passed the half-way mark of their gruelling 70-day, 4200 kilometre journey across the Great Wall of China. This challenge is a feat that Grier already […]
No results available
Our Mission
© All rights reserved 2025. Created using VOXEL THEME