Customer viewed as a transaction

Mission statements and company values are, by and large, a poor gauge of how a company’s stated philosophy and attitudes regarding its customers is put into day-to-day practice (have you ever read any that were not aspirational, bordering on the effusive?). A much better way is to interact directly with the company’s front line customer-facing personnel.

By and large, companies can be placed along a continuum that spans a range, from the A’s to the S’s: antagonistic, adversarial and actuarial at one extreme, to steadfast, service-oriented and satisfaction-driven at the other.

You know when you’re dealing with a company that wants to win and achieve your business. Calls are answered quickly, service personnel show up on time, the goods are delivered when promised, problems and quickly addressed and rectified, and staff is exceptionally well-trained and empowered. You have the constant reminder that your business – both present and future – is highly prized and valued. These are the “S” companies.

Yet, in our dealings we more often encounter companies that are closer to the “A” end of the scale. One gets the distinct feeling that each encounter is viewed as a transaction, and is judged by front line personnel on whether the outcome is profitable to the company, or not. Telephone hold times are long (punctuated by messages about how to pay your invoice or buy more), service personnel don’t come to your door but instead replaced by service centers where you get an electronic number and stand in line, and the handling of problems brought to the company’s attention take on the aura of a zero-sum game.

Below are 12 nationally operated companies with which I have dealt on at least five separate occasions in the past 12 months (I keep records). They are listed in a particular order based solely on my experience in contacting them. Can you guess which order?

American Express
Amazon
Air New Zealand
Nordstrom
AT&T
Wells Fargo
Bank of America
Home Depot
Lowe’s Home Improvement
Comcast
Express Scripts
Anthem Blue Cross

The sum total of a company’s interactions with its customers is, for all practical purposes, the best indicator of the value of its brand.

Written by Michael

Michael Douglas has held senior positions in sales, marketing and general management since 1980, and spent 20 years at Sun Microsystems, most recently as VP, Global Marketing. His experience includes start-ups, mid-market and enterprises. He's currently VP Enterprise Go-to-Market for NVIDIA.