Think Customers: The 1to1 Blog

The reality is, even when companies deliver on their promises, customers aren't always so great at keeping their part of the bargain, no matter what their expectations. This holds true for both the B2B and B2C arenas.

Customers, for instance, expect product innovation. Yet, when asked for feedback, usually only a small percentage of customers respond. On one hand, this is understandable. Feedback often lands in a black hole and customers have no idea if or how their input was used. Sometimes surveys are just too long.

On the other hand, if customers expect great products from a preferred vendor (whether it's a manufacturer or a hotel or anything in between) and are asked for their input, with rare exception they should give it. Respond to a survey, participate in a customer advisory panel, comment in a forum.

Similarly, while businesses should offer their goods and services at a fair price, customers should think twice before beating up vendors on pricing. They shouldn't expect Ritz-Carlton if they're only willing to pay for Days Inn. Sellers and buyers alike should think "value exchange," especially in this economy. For example: I'd like a discount on pricing, but I'll buy X percent more with you over this time period and guarantee to pay in 30 days. This is much more of a win-win than a customer saying, "Give me this price no matter how it affects your company or I'll take my business elsewhere."

Finally, the majority of customers expect salespeople, customer service agents, retail associates, and the like to treat them with courtesy and respect. But all too often customers are themselves rude, discourteous, and disrespectful. One visit to customerssuck.com or retail-sucks.com reveals a raft of appalling stories about customers behaving badly. Really, really badly.

Yes, we're all in business to serve customers. But not just because we're charitable; it is business after all. So as much as we want to deliver an exceptional experience to every customer, sometimes it may just be better for everyone involved to send the customer, as politely as possible, to the nearest competitor.

What's your biggest customer horror story?

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For a laugh about today's "spoiled" customers, check out this video, "Everything's Amazing, Nobody's Happy."