Okay, I get the whole idea of authenticity. The experience is what matters. Make your customers feel special.
But this was a little over the top. Today, my insurance agent called me on my cell phone to wish my husband happy birthday. Nice gesture? Yes. A little too implausibly personal? Definitely.
While it’s a rare complaint, sometimes the whole idea of customer service gets taken a little too far. While I wrote recently about how much most customers love Room & Board, the hip furniture store, my colleague was bothered by how many times they contacted her after she made a purchase to make sure everything was ok. Hotels that greet you by name on the way in the door can creep some people out. And then there’s the happy birthday cell phone message from your insurance agent. While I’m sure he meant to be nice, it just smelled a little bit too much like false folksiness to me.
What do you think? Do some companies take their attempts at authenticity too far?
How can you manage smarter? Bloomberg Businessweek contributors synthesize insights from the brightest business thinkers, critique the latest management trends, and comment on leaders in the news.