Taking a look through the customers' eyes

On a recent trip, a stop in the hotel gift shop reminded me that companies all too often fail to see things from a customer's perspective. This myopia can lead to frustration, poor service, and sometimes humorous consequences. Check out the picture below and note the third option down.

I'm sure they meant "assorted" but that's not how I read it in the store. You can only imagine a frustrated manager scratching his head and saying, "I don't understand it, these fruit stix just aren't selling!" A simple look at this sign through the eyes of a customer would help that manager spot the problem instantly.

Here are a few other examples (OK, pet-peeves) that are definitely not customer-focused!

  • Entering an account or credit card number into an automated phone system so they can "better serve you" only to have to repeat it when a live person answers the phone.
  • Cashiers who hand me my change with the coins on top of the bills, especially in the drive-through line. You have to be careful to catch the coins before they go flying!
  • Airline workers and cashiers who ask to see my identification and then don't look at it. (I once showed a cashier my zoo pass with a picture of a gorilla on the front and he didn't even blink.)
  • Employees who respond to a question that begins with "Where is..." by pointing in that thing's general direction rather than helping me find it.
  • Valet parking attendants who leave my seat all the way back and my radio blasting on a station I don't listen to.