It’s hard to believe the easy button has been around for more than 12 years. Introduced in August 2005, Staples set the expectation for ease as its competitive advantage – and the company was not alone.
The initial title for this post was “Customers expect a personalized experience,” but doesn’t that sound like ‘us versus them’? It sounds like customers want this, but I don’t. The reality is, we all want to be treated like an individual. We want the companies we do business with to value us as a person, not a number. And, it doesn’t just apply to customers. It’s also about employees, partners, investors, our community, etc.