This is a guest post from Jeanne Bliss — customer experience expert and author of “I Love You More Than My Dog.” See the original post this is adapted from and more like it on her blog.

Beloved companies know they are defined in the fleeting moments of a customer interaction.

They know the actions that come from their decisions indicate what they value. They know their actions show how much the company considered the customer. They know the company’s actions give customers a glimpse of who they are as people.

In a world that is spinning so fast, we crave what the beloved companies deliver. Beloved companies share five active and purposeful decisions which inform and motivate their conduct:

  1. They decide to believe.
  2. They decide with clarity of purpose.
  3. They decide to be real.
  4. They decide to be there.
  5. They decide to say sorry.

The simplicity of these five decisions belies the rigor and passion by which they are reached and need to be defended. All of the beloved companies make these humanity-defining decisions, which set the course of their businesses and earn the right to their customers’ devotion, and to their story.

Use the decisions to understand the intent and motivation behind your decisions, and how your decisions compare to those that resonate with employees and customers.

  • What decisions will you make to become a “beloved company?”
  • Are you beloved? What decisions make you a “beloved company?”

About Jeanne Bliss

As “Chief Customer Officer” for Lands’ End, Mazda, Coldwell Banker, Allstate, and Microsoft, Jeanne got “customer” on the strategic agenda, earned 98% loyalty rates, and changed experiences across 50,000-person operations. Jeanne now runs CustomerBliss to create an actionable path for profitability and business growth -- through earning customer and employee raves. Her best-selling books are Chief Customer Officer and I Love You More than My Dog: Five Decisions that Drive

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  1. Jay Ehret

    Jeanne, I think you nailed it with the term “humanity-defining decisions.” What you are really talking about here is being a human company. Most businesses believe they have to behave like a business, which means sterile and “business-like.” Unfortunately, that doesn’t make you beloved.

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