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First thought across my mind as I read this:

"Most automotive enthusiasts have a better understanding of the product than the engineers who designed the tooling to build it. We see right through marketing hacks spinning fluff in an appeal to emotion over logic (which seems dishonest)."

Second thought:

"Most customers are mindless, mouth-breathing cattle, who feel as though their $20 purchase entitles them to some kind of royal treatment, or otherwise go deeper into debt on a major investment they will not be bothered to maintain."

Final thought:

It's a shame that so much marketing - like our laws - is tailored to the lowest common denominators of our society.

Random.

To answer your question, Valeria, I think it depends on what the customer is buying. If the purchase is a life necessity, the customer usually looks for convenience and a good price. If the customer is looking to buy something luxury, or a non-necessity, they demand more from the company, such as recognition for being loyal.

I am happy to see companies employing social media as a way to better communicate with customers. However, it seems that the majority of this communication is for damage control, or is one-sided for promotional purposes.

As a consumer, I'd prefer that they use these channels to inspire me. Have you seen a company recently use social media or other forms of communications as outreach to create good rapport with customers, regardless of experiences that the customers may have had?

Maybe if companies reach out to their customers in this way, customers will regard it as an invitation to develop a relationship with the company.

Although my company's customer care always maintain a level of professional performance which is required when dealing with such matters, I have to admit I personally witnessed some situation in which the customers did all he could to show that "the customer is always right" motto isn't really exact.

Even though the customer care representative will do all he can to help you as a customer, you shouldn't forget you're dealing with a human being, and not with the personification of the evil company which just (in your view) scammed you with an ecommerce sale. I have had situations in which the customer was so happy with the customer care he received that he promised to keep using an ecommerce portal despite the incident, and some other cases in which the customer care girl cried because the customer swore at her for a simple misunderstanding.

Whatever happens, I think there are lines you shouldn't cross as a customer, no matter what.

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  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.