I have to give a shout out to Chick Fil A. Hands down, they have the nicest drive-through and counter folks around. I’m sure it’s corporate policy and all, but whenever they hand me my food or get me a refill and I say “thank you”, they give me a genuine smile and a “My pleasure” in return. The morning drive thru folks are especially cheerful and I always drive away smiling.

Billy

But here’s a turn on that. Imagine a utilities company who holds a monopoly over an area such that there is no option to get service any other way (save creating your own solar/wind farm). A company like this has no need to treat it’s customers in any special way. If nothing else, doing the little things well not only builds loyalty and trust, it’s part of establishing good corporate citizenship – part of the overplayed, but still valid, CSR gambit.

What’s boggling is when a company in this position apparently is self-satisfied that they do the complete opposite.

Let’s say it’s a utilities company in the ‘hypothetical’ city of _Oakville_, Ontario that provides _hydro_electric services. When responding to customer queries about simplifying payment options the response shouldn’t make the consumer feel like they’ve just been robbed and are being forced to say thank you for the robbery. And responding to comments of ’so, since you are a monopoly you can just do things however you feel regardless of what’s better for customers?’ shouldn’t be met with ‘Yes. That’s right’.

Nothing makes a consumer feel worse – especially in these times where we’re all angling for an edge. And the resulting hill to climb to get back to respectability becomes long and steep indeed.

The bottom line… never ignore how you treat your customers. Not just because they keep you in business, but at some point you may be counting on them. Just ask the Big Three automakers.