There are really only two ways to pursue your business goals, and only one is characterized by caring.
No caring. The “no caring” business strategy makes everything transactional. This strategy is built on the idea of driving down costs as much as possible and charging the lowest possible price. Eventually everything must be sacrificed on the altar of lowest price. Every transaction, every interaction, needs to be done at an ever-lower cost. Even the customer experience must be sacrificed, because an excellent customer experience necessarily increases costs. And if you know you can’t — or won’t — capture a higher price, then you are prohibited from increasing your costs.
When you hear people complain that no one does good work anymore, that customer service is dead and that no one really cares, what you’re hearing is an observation about many companies’ choice of business strategy. When customers demand products and services that are cheaper and cheaper, they also demand a no-caring strategy.
Many companies have unwittingly chosen this business strategy by choosing to sell on price. By driving toward lowest price, you and your customer are turning the exchange into a transactional one. And transactional exchanges prohibit caring.
Caring. The “caring” business strategy is completely different. This strategy is built on the idea of delighting customers and building fruitful, lasting relationships. It is built on trust. Customers who choose the “caring” strategy gain the promise of receiving something that is worth paying more to obtain. And caring is how that promise is communicated.