It is well-known in the HR world that the best employees you could ever want were your best customers first. These are the people who learned about your company on their own, invested money in purchasing your product or service, know the level of service that is expected, and understand your company’s culture.

The internet has only made this more true as consumers can now visit a brand as often as they like, get a detailed history of the company, learn about company values, and get information on the entire product line.

This opens the door to an interesting situation - What happens when your consumer knows more about your company than your employees? What if they can give better support and information about your products? What if they are more passionate about your company? What if you can’t hire them?

This is the future and it’s already happening. Companies are finding that there are customers out there who walk into their stores and know more about a company than the sales team. They are often more up-to-speed on products, future products, and ways to make the most out of the product or service.

Thanks to travel companies, like Priceline.com or Orbitz, users can get information from people who have actually experienced destinations, airlines, and hotels first hand.

Buying a car has changed. There are many sites devoted to detailed owner reviews and can make or break a purchase before the test drive.

Retailers are able to give more power to product owners as well. Best Buy has one of the most impressive databases for reviews of any electronics retailer website. Here customers not only decide which product is best for them, but they are also able to give candid and honest reviews to encourage others to make a similar purchase or to stay far away from a particular brand.

Technology and electronics companies can take great advantage of this and cut their technical support costs. One of the biggest supports of this idea is Apple Inc. The iPhone makers website is full of customer generated technical support and tips on how to get the most out of Apple products.

By allowing customers to have this power and influence, you start to show them that you care enough about their experience that you’re willing to expose your company to negative reviews. This helps to foster a good relationship with consumers and will also provide you will feedback, exaggerated or not. If you’re not allowing your customers to use your website as a forum to talk openly about your product or service, it might be something to start considering. Trust is key, and there’s something powerful about allowing your customers to speak openly to others on a site sponsored by your brand.

We are all trying to save money right now. You don’t have to read the latest consumer indexes to know that we aren’t eating out as much, we aren’t traveling as far from home, we aren’t making as many unnecessary purchases, it’s a pretty clear indication of how we feel about our money, or is it?

It turns out that while we are trying to save, we don’t mind being generous to charitable causes. Today, the supermarket chain, Fresh & Easy announced the return of their school donation program simply based on customer feedback. The program was received so well by customers last year that the requests poured in for a sequel. Customers are given the opportunity to donate to a school of their choice while also being able to provide a $1 donation from the supermarket for every $20 that they spend. The school that raises the most funds will also receive an additional $5,000 on behalf of Fresh & Easy.

Stater Bros. markets also have joined in on the charitable causes. They started a promotion in June to raise money for the Leukemia and Lymphoma Association. Customers were given the opportunity to purchase a $1 paper ballon upon checkout as as a donation. Collectively the 166 stores managed to rase $266,429 for the organization.

Many consumers who were surveyed said that the current economic times have made them more aware and conscience of what they have and what others do not, prompting them to reach out and give a little.

We all know customers are worth more than ever.
We have to wrap our arms around every one of them and hold on tight. But do team members the freedom to deliver truly game-changing service?

A couple of days ago, I was standing in line at the local independent convenience store. It was my turn to step up and pay for my extra-large lo-carb energy drink when a frazzled looking, but attractive woman rushed in the door and stepped in front of me. HEY WAIT–ARE YOU KIDDING ME?!!

But I decided not to go into a caffeine-deprived rager, because she seemed so flustered. I couldn’t tell if she was holding up the store or there was some emergency going on outside. She blurted to the cashier, “Can I have one?” The cashier glanced at me and then walked over to a drawer, pulled out a pack of cigarettes, took one and handed it to the customer. Then of course, she asked for matches. Then just as quickly as she ran in, she was out the door.

Had to ask what was all about, didn’t I?

Turns out this customer was complaining one day that she just couldn’t quit smoking. Tried everything. Gum, patches and it wasn’t working. The clerk, in a half kidding way, offered to HOLD her cigarettes for her and only give her two per day. And she had to come into the store get each one. His thinking was that if it harder to get a nicotine fix, then his customer could eventually wean herself off the cancer sticks. She jumped on the idea. He confided that things were getting a little out of hand though, because now he had six different packs in the drawer—the customer had referred five friends!!! I told him he should consider a “buy a hot dog, get a free 12 step program” offer. Seeing that really made me think: In marketing, we always talk about building emotional connections with our customers. Mostly, we’ve done that with words and images and products and store designs. But an actual human being working to help another human being builds more than connections—it builds more customers. Seems to me that would never wind up in an HR manual.