The Risk of Hiding From Customers


One of the reasons that I wrote The Journey to WOW as a parable was to try and best capture the profound impact that little things can have on a company’s success. This is a brief excerpt from the book illustrating a practice that almost all large companies are guilty of. They have no idea the potential opportunities they are missing. And what is gained by isolating yourself from your customers?

Excerpt from The Journey to WOW

“So you should call them,” the man’s wife said. “It sounds like a good idea. I’m sure they’d appreciate it.”

“You’d think so, wouldn’t you,” the man snorted. “I did call them a couple of months ago. Spent ten minutes navigating their telephone system to finally get an operator. I asked for a name or number of someone in product design, and she said that it was against their policy to give out people’s names and numbers. God forbid, I guess, that someone might actually talk with a customer.”

“So, what did you do?” the woman asked.

“Nothing,” the man replied with a shrug. “Why should I care
more than they do?”

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