CHAPTER 12
You Don’t Know Your Customer’s Story
While practically all customers have in common lives that are too stressful and hassle filled, what they don’t have in common is a set of similar circumstances in their personal lives. Your customers do not have the same story.
Imagine you work the front counter at a dry cleaner. A middle- aged lady comes in and asks to get next-day service on her suit. She’s been an infrequent but loyal customer for many years, but unfortunately she missed the cutoff for next-day service by a half hour. You let her know that the quickest you can have the suit back is two days.
Much like the Apple Store Lady, she loses it. She begins ranting that she’s been coming to your store for years yet this is how she’s treated. ...
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