Make it personal

- Make it personal. This concept of making things personal seems so simple that it's easy to overlook or dismiss. Today's world has become impersonal in so many different ways. Customer service has been automated at every turn. Getting phone numbers, pumping gas, checking in at the airport to checking out at the grocery store. It's like we've forgotten that the world is inhabited by people, not robots. But most folks I find still appreciate a personal touch. People want to know that you've taken note of their good efforts. People remember who did the minimum and who went beyond the minimum commitment. It makes folks believe you care. Customer service is all about making people feel good about what you do, and if people feel good about something, they'll want to do more of it. If you're going to build a successful business, any business, the key is repeat customers. So I suppose if you're only going to see somebody one…