If I hear the phrase “customer focused” one more time, I will cry. It seems that everybody from companies to kindergartens are re-thinking their role in terms of their customers. But how come we feel so stupid and small when dealing with these customer-focused organisations?

Is it because they see me as somebody always rational, always patient and always strong? The kind of person who would, of course, understand, that you can’t operate your new digital-TV without a manual? The kind of person who would not mind waiting on the phone for a machine to play me classical music, and to say that all our customer representatives are currently occupied. Well, at least it is comforting to know that it costs me nothing to queue.

I would love a company or organisation that would be focused, not on customers, these rational beings that are manipulated to buy, but on human beings with idiosyncrasies and weaknesses. What if I’m always jealous? Or have low self-esteem? What if I burst out crying if I need to wait? Who would understand me? What if I’m not that bright? Or what if I’m very clumsy? Where can I get technology? Or where can I participate in sports?

It is not difficult to feel human and appreciated when reading a good book, such as Jonathan Franzen’s Corrections? Couldn’t it be made into the service manual of all customer-centric organisations in the world?

Author Jonathan Franzen

This entry was posted on Tuesday, March 28th, 2006 at 07:35 and is filed under Art & Culture. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.