We have the privilege of working to be indispensable to customers and making them feel like they belong—instead of stuck.
True loyalty is earned, not rewarded.

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Every few months another new restaurant on Bourke Street closes its doors for the last time. Sometimes it’s like watching a car crash happening in slow motion right in front of your eyes. The events leading up to the closure follow a familiar pattern. There’s the launch day fanfare, accompanied by balloons, the menu reveal…

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We’re seduced by the idea that followings and fortunes are made by hastily increasing our visibility on the platform of the day. The truth is the people and brands who earn our attention patiently built their following over time. It’s the work we quietly get on with when no one is watching that makes people…

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My mum, (who is in her late seventies) wanted to negotiate the renewal of her internet and phone contract. She dialled the customer support number listed on her bill and was placed on hold for 30 minutes. When she finally got through to a human being, she was transferred to the ‘loyalty department’. She waited…

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The homeless man sitting at the Brunswick Street junction doesn’t look up as people walk past. He doesn’t try to catch the eyes he knows are trying to avoid his. He lets the cardboard sign at his feet do the talking. The headline in red crayon tells us that he’s genuinely homeless. There isn’t enough…

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In our imaginations, we plan for perfect. Perfect products bought and loved by perfect customers—who only show up on our best days. The days when we are perfect. Of course, the reality can’t always live up to the imagination. So we need to have a plan for when we’re far from perfect. The companies that…

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Since the explosive growth of the advertising industry that began on Madison Avenue in the 1920s, marketing has been about creating a story to make people want something. Conventional wisdom dictated that if you wanted to sell more of a thing, you appealed to a customer’s desire to improve his situation in the moment. Then…

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When Mr Ryan, the Dublin greengrocer, was asked how business was forty years ago he would likely have counted the day’s takings. But that wasn’t his only measure of success. The connection with loyal customers was the lifeblood of his business. Mr Ryan relied on repeat business. His survival depended on his ability to create…

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When U2 perform a stadium concert, their reach is the entire audience of 60,000 eager fans. As he sings the first note, Bono understands his job is to create an emotional connection with every member of the audience. If the concert goer isn’t changed by the experience, then she might as well have stayed at…

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The ladies changing room at the gym first thing in the morning can feel like a mean environment. It’s every woman for herself as we each carve out a floor tile’s worth of space to change. Spots in front of mirrors are gold. Hairdryers and straighteners as tightly held as premium real estate. The amount…

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