In our imaginations, we plan for perfect.
Perfect products bought and loved by perfect customers, who only show up on our best days.
The days when we are perfect.
Of course, the reality cannot always live up to the imagination.
So what do we do?
You do not throw your hands in the air in despair when things do not go according to your plan [well you can, but not for long], you make another plan.
We need to have a plan for when we are far from perfect, when things do not go according to plan.
Companies that stand out are not one dimensional.
The companies that stand out are the ones that charm customers even in those moments when they disappoint.
Companies that stand out do not waste a good crisis. A crisis to them in an opportunity to come with another way to delight their customers.
They spend more time working out how they are going to apologise, than how they are going to take a bow.