It doesn’t take a large monetary investment on our part to be nice to our clients; to provide exceptional customer service.
No, we’re not required to go out of our way to make sure that everyone feels taken care of, to verify that they understand what we’re trying to tell them, or to make certain that they believe they’ve gotten what they think they paid for.
It doesn’t cost us much money, but it does involves a big investment on our part to empathize with our clients. We’ve got to genuinely care about them. We’ve got to understand what it is they’re going through. We actually need to give a damn about something more than our profits.
No, we really don’t have to do these things, but happy and satisfied customers are always better than the alternative.
And they tend to lead more happy and satisfied customers straight to our door.
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