Are You Serving Your Customers or Squeezing Them?

The Importance of Customer-Centricity

In the world of business, there comes a moment when a decision must be made. Are you truly serving your customers, providing them with what they desire, or are you simply trying to squeeze out extra income? It is crucial to understand that the key to long-term success lies in putting your customers first, delivering exceptional value, and going above and beyond their expectations.

This does not necessarily mean lowering your prices; it is entirely possible that your customers are willing to pay a premium for a superior experience. The goal is to leverage your brand, interface, software, and network effect to find innovative ways to serve your customers in remarkable ways that they would sorely miss if you were not there.

Unfortunately, many companies today are more focused on deploying software, dark patterns, and artificial intelligence to maximize their profits rather than enhancing the experience and delight of their customers. However, there are still organizations that prioritize customer-centricity and strive to create meaningful connections.

The Power of User Reviews

One company that constantly innovates to improve its customer experience is Amazon. Recently, they have been testing a new format for displaying product reviews. Traditionally, reviews are presented in the form of numerical ratings accompanied by written comments. However, Amazon has taken a different approach.

In the new format, an image of a star is displayed instead of the numerical rating. This subtle change requires the viewer to mentally convert the rating into something more tangible – a visual representation of stars. On the other hand, the old format already provided the emotional impact by visually depicting the number of stars.

So, what does this mean? The new format levels the playing field, ensuring that higher-rated items do not have an excessive advantage. This forces other vendors to explore alternative strategies such as purchasing ads and running coupons, which ultimately benefits Amazon’s bottom line. However, it also encourages vendors to focus on improving their products instead of gaming the review system.

Overcoming Dark Patterns

In today’s digital landscape, it is disheartening to see companies resorting to dark patterns and manipulative tactics to extract more value from their customers. From making it difficult to unsubscribe to pushing unnecessary options, these tactics erode trust and undermine the relationship between businesses and their customers.

Furthermore, businesses that prioritize short-term gains over long-term customer satisfaction risk losing their ability to continue serving others. They forget the very lesson that propelled them to success in the first place – the importance of putting the customer at the center of everything they do.

Embracing Authenticity and Delight

To truly serve your customers and foster lasting relationships, it is essential to prioritize authenticity and delight. Customers are seeking genuine connections with brands that go beyond transactional interactions. They want to feel valued and appreciated, not just as a means to generate revenue.

Organizations that understand this concept are the ones that thrive in the long run. By consistently delivering exceptional experiences, exceeding expectations, and showing genuine care for their customers, they create a loyal customer base that becomes their strongest advocates.


In conclusion, the decision between serving your customers or squeezing them for extra income is a defining moment for any business. By adopting a customer-centric approach, leveraging technology for good rather than manipulation, and prioritizing authentic connections, you can build a brand that resonates with your customers and stands the test of time. Remember, organizations that serve themselves at the expense of their customers ultimately lose the ability to continue serving others. So, choose wisely and put your customers first.