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Customers that care
Written by: Seth GodinArticle Overview: I visited the new Apple store in NYC on 14th Street yesterday. This one isn't as flashy as the one in midtown, and it has a fairly annoying design flaw. The two front doors don't close. Push them open, walk away and the door stays open.
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Free Download - Caring By Seth Godin |
Customers that care
I visited the new Apple store in NYC on 14th Street yesterday. This one isn't as flashy as the one in midtown, and it has a fairly annoying design flaw. The two front doors don't close. Push them open, walk away and the door stays open.
On one visit, they had two full-time employees standing there, walking over to each door to close it. At the time, I figured it was actually a design feature... they had a doorman. How quaint.
Yesterday, though, with the temperature outside about 45, they just left both doors open.
I asked Jeff, the employee greeting visitors, "why don't you guys keep the door shut?" After all, it seems extremely wasteful. Al Gore is on the board, but even if he wasn't, it must be costing them a fortune.
Jeff told me that people complain all the time and it can't be fixed.
Obviously, not everyone complains all the time. Perhaps it's just a few a day. But the people who complain, care. And it's the customers that care that actually have a huge impact on your business.
If no one cares, you've got trouble. Goal one is getting people to care. Goal two: listening to them.
Article Tags: al gore, apple store, design feature, design flaw, doorman, fortune, front doors, full time, greeting visitors, midtown, time employees
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About the Author: Seth Godin RSS for Seth's articles - Visit Seth's website Seth Godin is a bestselling author, entrepreneur and agent of change. Godin is author of six books that have been bestsellers around the world and changed the way people think about marketing, change and work. Permission Marketing was an Amazon.com Top 100 bestseller for a year, a Fortune Best Business Book and it spent four months on the Business Week bestseller list. It also appeared on the New York Times business book bestseller list. Click here to visit Seth's website Turning the habit of selfcriticism upside down Who sets your agenda Security Theatre Who answers the phone Inventory and Risk |
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