A musing or too much?

May 22, 2003

Thank you Mr. Speacher*
Category: Society

I'm sure that it was well intentioned when it started. Bigwigs probably sat around a big table and began brainstorming. VPs threw out catch phrases like "establishing a relationship with our customers."

In my mind the following conversation took place:

"We need to establish a relationship with our customers. We need something to differentiate us from the other mega-stores."

"We need to be more intimate with our customers"

"But how?"

"When I was young I used to know the employees at my neighborhood grocery store and they knew me. They even knew my parents' names."

"That's great! We will use the information from their club cards to personally thank them when they checkout."

Two thousand memos and thirty handbook revisions later, I can't walk out of my local Safeway without the checker thoroughly butchering my name and really pissing me off in the process.

Does ANYONE actually like this? It doesn't make me feel special. They are just reading the receipt.

In psychology there is a phrase "correlation doesn't mean causation." It isn't the fact that you SAID my name, it is that you KNEW my name.

* While it is spelled Speicher, it is pronounced Spiker.

(If you thought that this post was interesting, why not read another? Perhaps a random link? Or you could just read about me.)

Posted by Stephen Speicher at May 22, 2003 11:10 AM

Comments

This drives me BATTY. My maiden name is "Smith", and you know what, it never made me feel special to be called Ms. Smith.

What also drives me batty are cashiers who will take your change and carefully crease the bills lengthwise and then stack the change in the center, and then hand the precarious balance over.

For god's sake, put the change in my hand first and the bills on top, not the other way around. If you hand your customer something and the FIRST thing they do is rearrange it in order to put it back in their wallet, maybe you could do the rearranging for them?

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