“We are big so we can’t be as personal as the small company down the road. We just can’t get down into that detail. We have to think big numbers. We are dealing with thousands – not dozens of people. We have to make assumptions. We have to look at trends and aim to please the most we can. We cannot be as individual”
What a load of rubbish!
Caring for your customers is about the individual person in the organisation not about ‘the organisation.’ Every customer is important and you make a difference to every customer. A friend pointed me in the direction of this lovely story that says it all.
The Starfish Story
One day a young was walking along the beach when he noticed an old man picking something up and gently throwing it into the ocean. Approaching the old man, he asked, “What are you doing?”
The old man replied, “Throwing starfish back into the ocean. The surf is up and the tide is going out. The sun is shining. If I don’t throw them back, they’ll die.”
The young man said, “Don’t you realize there are hundreds of miles of beach and thousands of starfish? - You can’t make a difference!”
After listening politely, the old man bent down, picked up another starfish, and threw it back into the surf.
Then, smiling at the young man, he said...
“I made a difference for that one.”