This last year, I heard word-for-word, no fooling, a man really say to his very recently officialized girlfriend, “I’ve already got the girl, so why should I take her out on a date.” Let fly the exasperated whistles. Besides being a sad microcosm of gender in the current culture, human possessiveness, and a gesture of schmuckery not often verbalized, his comment smells of entitlement.
Truth is, the commitment of a relationship is easily exploited for selfish desires, self-actualizing, or simply lazily resting on a one-time human contract. Unintentionally (hopefully), the entitled subjectively devalues the person who brought him or her more value. This can take the form of a boyfriend skipping out on dates, a congressmen not fully serving his constituents, or a company failing to meet the needs of closed customers.
Once the business “gets the girl” so to speak, there is an impulse to chase after the next. Of course, adding customers is important to a growing business, but losing focus on the point of offering services to a customer is a costly mistake. For one, it changes the business culture from a healthy service-providing organism to a hedonistic money-making machine. Work is an important source for humans finding meaning in their lives. Imagine how fast selfish desires will hollow out when you’re surrounded by a self-serving climate.
Not to mention, the self-driven scheme probably won’t be successful anyways. Here’s the stats: It is 6-7 times more costly to close a new customer than it is to maintain current customers (White House Office of Consumer Affairs). Mature companies move past the “thrill of the chase” and can balance the drive for future customers with a quality customer experience for existing customers. The good will usually pays off fiscally too. 42 percent of business-to-customer, and 62 percent of business to business customers purchased more products or services after a continued quality customer experience (Dimensional Research).
Businesses that don’t feel entitled to their customer’s continued support are more likely to provide a quality experience during the entire business to customer relationship. Each date, interaction, or moment spent together is a demonstration of continual commitment.
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