August 13, 2008

It Never Ends

Filed under: Marketing Philosophy — Robert John Ed @ 4:00 am

Advocacy, sincerity, authenticity and trust.  We preach them, but us marketers always were good talkers.

These things are not a commodity to be bought and sold on the open market.

McDonald’s should know better by now.  It’s not the ice, or the drink, or the already outrageous profit margin on those things and close relatives.  It’s the experience.  Companies ruin it every day by offering a deal on something and creating stipulations that stress out customers and employees alike.  What happened?  When did we figure that a customer was trying to take advantage of us?  There are certainly some instances where customers must be fired, but asking for their beverage without ice is not one.  What if the person has sensitive teeth?  What if they prefer a warm drink?

That store, manager and employee need some help.  But most likely, it’s not only them.  It’s the squeeze from upper management to make every transaction take less than five minutes and be over twelve dollars US.

Just ask yourself, if you were one store, one owner, one employee for a singular business, would you act the same?  Do you think you should?


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