CHAPTER 3
Love Your Customers
The Quintessence of Customer Capitalism
Toward the end of my cancer treatments, I noticed an American Express sign posted at the cashier’s station near the hospital discharge desk. The sign read: “We love our customers.”
Love? Really? Is that how a business should feel about its customers?
My initial reaction was that some advertising copywriter had gone a little loopy. But upon deeper consideration, I have come to believe, yes, this is exactly the way a business should feel about its customers. Even the most hard-nosed businesses—those in the most ferociously competitive low-margin industries—need to love their customers, because in this age of customer capitalism, love offers the most resilient winning strategy. ...
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