Seth Godin, dreams, and nightmares

[W]hat people pay for when they buy most anything these days is the anticipation. The feeling of self-satisfaction, the way it feels when you put it in the bag, the dream of how it’s going to make you happier or more attractive tomorrow. When it comes down to using the [product], in practice, it’s way less important. What’s important is the dream.

So says marketer Seth Godin in a profile feature on American Way Magazine. And why does post-purchase service matter so much? Because you’re not just making someone glad they bought your product and encouraging them to buy again; you’re trying not to disturb the dream. Is it any wonder that so many people describe their customer service woes as ‘nightmares’?

I wonder why so many companies are such failures in the customer service department. It probably costs them more in the long run, and it’s such an important part of customer satisfaction. More often than not, calling customer service is a nightmare from start to finish, with plenty of hold music in between. The cookie-cutter speech, “How can we provide you with excellent service today?” make me want to reach through the phone and strangle the person saying it. Sincerity counts.

<< Back to main