It’s no secret that our economy has seen better days. Prices are up on everything from gasoline to rice, while employment rates and consumer confidence are down. Businesses are hurting. What should they do to stay afloat while the undertow of an unsteady economy sucks the others under?

 

Recent studies reveal that a customer-centric approach to business is the equivalent to a life jacket in a sea of economic uncertainty. If research doesn’t move you, look at computer giants Dell and Apple. Why is one trading at a dismal $21 a share while the other is soaring at $187?  How do they differ? You might answer, “Well, their marketing strategies are different.” I agree.  Or you might say, “Apple has more innovative products.”  Again, I can’t argue with that.  But what I think makes the most difference is the manner in which each company treats their customers, current and potential. 

 

Case in point, here’s a clip of an alleged call between a potential customer and a Dell telephone salesperson. I say “alleged” because it hasn’t been definitively proven whether the call is real or not. However, based on personal experience, I’d be more surprised if it’s a fake than I would if it’s real. 

 

To listen to the call, press the Play button below:

Entire websites are dedicated to the widespread hatred of Dell and how it treats its customers (www.ihatedell.net, www.ihatedell.org and others).  Yet Apple, through its superior products and a unique, positive customer experience, has managed to avoid such a fate.

 

Businesses, heed the lessons of Dell and Apple. While other companies seem to be sinking in an economic whirlpool, keep yours afloat by treating your customers like they matter. You will keep them happy, loyal and coming back for more!