I am your worst nightmare.

As a customer, I am your worst nightmare because, as a Business Advisor, I notice the little things that make big spends a big waste of money. One company is currently spending vast dollars on a major TV advertising campaign. I know their jingle and you probably do as well. But when you go to make a deposit using their drive up ATM, the deposit envelopes can't be reached without getting out of the car and reaching around the corner to the envelope holder.

It was such an obvious design flaw that I complained to the teller. She had heard it over a hundred times from different customers. I asked if she had brought the problem to her bosses' attention. She nodded several times and just seemed resigned to keep hearing that complaint again and again. Is this inconvenience enough to make me change banks? No, I must admit the inconvenience of changing banks is more than having to get out of my car.

But I wonder when did the common touch disappear? I once wrote a letter to the CEO of another large company complaining about the lack of a $58 refund. The computer insisted I had received a refund when, in fact, I was standing at the return counter with the item and a receipt for the item – not a small item either. I had to take the item home because, although the manager was working with me, she couldn’t get an authorized override. It took a certified, return receipt letter to get the Guest Services VP to admit the computer error, authorize an override and credit my account. A smart retailer would have also given me a gift certificate for my trouble (they didn’t , and I don't shop there anymore).

In these two recent examples of a lack of common touch two things become evident.

1) As a business owner, it’s the small things that matter.
2) Your employees must be trained and empowered to make reasonable and rational decisions in order to better serve your customers.