This morning I got a shout out from India. Arun Rajagopal publised a post about training (i.e., clickety-
clack) the countryside included greetings to me and several other bloggers. I have never met Arun but based on his blog and his comments on my post, I like him and know he is a good and honorable person.
This morning I got a shout out from Belgium. My friend Luc sent several of us pictures he took in New York City on the Saturday we gathered to honor CK's Momma. I have met Luc but even before we met we had become friends through our blogs. Again, his authenticity, sincerity and honesty shine through his posts.
Yesterday, I got a shout out from Rome. My friend Gianandrea left a comment on my post about hiring in the food and beverage industry. Gianandrea is opening a restaurant and has hands-on experience. He is my friend. We have never met but the very first time I read one of his comments at the Daily Fix, I knew he was someone that I would like to hang with.
This week I got a shout out from Australia. Gavin is one of the nicest, kindest and giving people I know. We have never met, although I have seen him on video. His writing is generous and always caring. He is a friend.
What can marketers learn from this?
Most businesses, excluding consulting, never get to know or befriend their customers. But they touch those who buy from them, and the business is touched in return. We owe it to ourselves and to our customers to think of them as real people, with real feelings, and real wants and needs. And we need to learn and respond to those feelings, wants and needs by creating great experiences that put people ahead of sales. Mack talks about treating them as friends. Works for me.
