I know that big business is attempting to personalise the service that they can offer. So I get a personalised screen every time I arrive at Amazon, and a wishlist that I can publish to the world.
But micro businesses are taking this to a whole new level. We got a cheery postcard from the person we rented a holiday cottage from this year, when my wife orders from eBay retailers she gets a cheery postcard with her order, when I order shareware I can email the developer with questions or suggestions, I can comment on Redbubble and the designer of a teeshirt will amend it to reflect my comments.
The classic split used to be that a business was a commodity business or it was not. Perhaps there is a split between the micro business with micro business standards of service and the macro business with macro business standards of service. If you cannot make a compelling case that you are offering a high quality service at either the macro or the micro level, then perhaps it is time to start looking for a new business to be in.
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