The Relentless Pursuit
In June 2001 there was an article in Fast Company magazine about a company called EMC (“Customer Service: EMC Corp.,” by Paul C. Judge). It’s not a household name; you’ve never heard of it unless you’re in the information technology business. You’ll remember it after you hear this story.
In 1988, its operations executive, Mike Ruettgers, found himself traveling the country and apologizing to the company’s customers for poor performance. Things weren’t good, either for the company or its customers. The company had sent faulty products to its customers, and the customers weren’t happy, to say the least. According to Fast Company magazine, Ruettgers was an “executive punching bag,” traveling from customer to customer apologizing ...
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