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Human Connection in Business

Thursday, January 14th, 2010
Posted in Advice by Joel Gross

Many businesses that we interact with have a lot of information on who we are and what we like, but never use it.  The businesses that do use the information they have about us are greatly appreciated.  Examples:

  1. The waiter who when you walk into the restaurant says, “Hi Joel, Welcome back to Quinn’s! I know you love dark beer and I have a new one on tap.  May I offer you a complimentary glass?”
  2. The website that you visit that has a subheader that says, “Welcome Joel.  When you were last here you visited link, link, link.”
  3. The pizza delivery company that recognizes your phone number when you call and says, “Hi Joel.  I see you are one pizza order away from getting a free large pizza.  Would you like the extra pizza now or next time? Are you currently at 15 Paloma Ave?
  4. The casino manager who greets you by saying, “Welcome back to the Palms, Joel.  Is there anything I can do to make your stay better?”

Businesses that don’t use this information about their customers are going to get beat every time by businesses that do use it.  People like to be cared for, respected, and to have a connection with your company. Amazon uses all of this information to an extraordinarily high level and is crushing competitors left and right.  Are you going quit being lazy and start making your customers feel at home?