Customer Recognition vs. Customer Indifference: A Comparison of Two Companies and Their Impact on Customer Experience

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Describe and name two companies you have done business with as a customer: One of them treats you as if you are a new customer every time you show up. The other one recognizes you. What makes this difference? What’s the effect on you of these disparate approaches? If you are a customer relationship manager for a company, how would you change your organization so that your company recognizes customers as often or as soon as possible?


As a customer, I have had experiences with two companies that have taken vastly different approaches to customer recognition. The first company treats me as if I am a new customer every time I interact with them, while the second company recognizes me and my past interactions with them.

The first company, a retail store, has a high turnover rate for their employees. Every time I visit the store, I am greeted with the same generic greeting and I am treated as if I have never shopped there before. This lack of recognition leaves me feeling indifferent towards the store and does not create any sort of personal connection or loyalty.

In contrast, the second company, a local coffee shop, recognizes me as a regular customer. The baristas remember my name and my usual order, and they take the time to have conversations with me. This recognition makes me feel valued and appreciated as a customer, and it creates a personal connection that keeps me coming back.

The effect of these disparate approaches is clear – I am more likely to return to the coffee shop because of the personal connection and recognition that I receive. On the other hand, the retail store’s lack of recognition makes me less likely to return.

If I were a customer relationship manager for a company, I would implement various strategies to ensure that the company recognizes customers as often and as soon as possible. One effective strategy would be to keep a record of customer interactions, such as their previous purchases or their preferred methods of communication. This information could be used to personalize future interactions and create a more positive customer experience.

Another strategy would be to train employees to remember customer names and preferences. This would require an investment in employee training and development, but it would pay off in terms of customer loyalty and repeat business.

In conclusion, customer recognition is a crucial aspect of creating a positive customer experience. Companies that prioritize customer recognition and implement strategies to personalize interactions are more likely to create loyal customers who will return again and again.

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