Who Stole My Customer??: Winning Strategies for Creating and Sustaining Customer Loyalty, Second Edition

Part IV: The Winning Customer Experience

I was a customer, and I wanted to buy bread.

“No, I cannot take your money. Fill out this form,” you said.

“We have policies and processes and credit checks to do.

Then, if we find you qualify, we’ll make some bread for you.”

But all I wanted was to pay with cash, you see, and hurry home with bread because a meal awaited me.

“That’s not our business practice; you must obey our rules!

You customers are all the same, no respect for our schedules!”

I clenched the fist that held my cash, but then I looked away, and saw a sign across the street: “Fresh Bread Sold—Your Way!”

—Your former customer