Personal vs. Impersonal -- What Customers Want

I hate automated phone systems. I prefer talking to a real person.

The smiling cashier gains my business. The sour cashier fails.

Apologetic form letters fall short. Personalized care succeeds.

Engadget.com recently shared Nathaniel's tragic Xbox tale. He sent in a sentimental Xbox to Microsfot for repairs -- assured by more than one customer service agent that the prized graffiti on his Xbox would not be harmed. Of course, someone who didn't know about this arrangement thought they'd do him a favor and thoroughly clean his box, removing the artwork and leaving only a few smudges to demonstrate that it was the same machine. Nathaniel thought he had only his bitter tears for consolation. But Microsoft (and Bill Gates) had another idea of how to make it up to him.


A thousand times better than an apologetic letter, Bill Gates and all the members of Microsoft's Xbox team autographed his machine.

What do customers want? They want you to care.