The famed author Thomas Merton said we value people, not for whom they are but for their usefulness.
This is the same mistake companies make with customers. They value them for their usefulness — for what they spend.
Customers see it differently — quite differently. As Gallup, Inc. researchers point out in commenting on the economy, “Consumers are spending money, but they're more inclined to spend it only on businesses they feel good about.” Not businesses they may like or where they're treated nicely. In other words, their money is going where they feel valued.
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