Appearing to care


Excerpted from my Facebook page, July 18, 2017:

"Welcome home, old friend! I've missed you lo these 37 days since I put you on a plane to Israel and you disappeared. "It was bad enough to spend 11 days traveling without you and your contents. But the three weeks since I've been back, with no word--nor care or concern--from Air Canada regarding your whereabouts, was agony. It was only after a desperate, final email from me pleading with the good folks at the Lost & Found in the Tel Aviv airport to check again in closets and corridors for you, my missing bag, that you were found. "Now that you are back, all is right with the world!"

I was reminded of The Great Lost Luggage Incident of 2017 when I read a recent post by one of my favorite thought leaders, Seth Godin. In the brief post titled, "Appearing to care," Godin postulates the following:

We know that your customers will put up with imperfect, but one thing that they'd like in return is for you to care.

Marketers keep making big promises, and organizations struggle to keep those promises. Sooner or later, it leads to a situation where the broken promise arrives on the customer's lap.

In that moment, what the customer wants most is someone to care.