There used to be a clothing retailer whose commercials stated, “An informed consumer is our best customer.” The meaning of the phrase was that the more the consumer knew, the more they could see that the retailer provided the best service and value. The concept is an important one, albeit one that is usually ignored.
Too many companies adhere to the opposite. Take a look at ads from Capital One and eBates. Capital One talks about cassock bonuses, relying on the fact that consumers won’t do the math and realize the cash back is less than their first month’s interest payment. Commercials for eBates contain people talking about how much they got “paid for shopping” when in reality they offer a rebate on purchases. To get the hundreds of dollars talked about in the commercial, you have to spend thousands.
In order to create a relationship with your customers, you have to approach them honestly. Assuming your customers are intelligent and will check out your claims helps keep you focused on providing high quality and high value service. If you provide that and assume a higher quality of customer, you will find that a higher quality customer will find you.
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