Amazon is usually in the news for being 
a company that customers love.
Because of its low prices, vast selection and fast shipping.
And above all else for that invaluable feeling that if a customer has a problem - any problem - that the company will make it right.
But last week Amazon was in the news for the opposite reason - as a company that perhaps we should hate?
Because they are actually too good to their customers.
Too willing to operate their business only for the customer’s benefit - i.e. with razor thin margins for years and decades on end.
Placing untenable pressure on the competition - which given Amazon’s breadth and depth of offerings combines with its limitless Internet marketing and distribution reach basically means the entire retail sector.
But placing pressure also on all businesses.
Because of how they have raised consumer expectations across the boardto arguably too high a level.
Pushing prices too low and service expectations too high.
Which in turn, especially for small and medium-sized businesses, has caused systemic cash flow and margin pressure to arguably an unsustainable level.
Now Amazon is not solely responsible for this modern business phenomenon, it is fundamentally driven by the massive consumer information and choice power the Internet has engendered.
And consumers, i.e. all of us, naturally use and enjoy that power.
Through searching for and choosing only those lowest cost / highest value sellers and service providers.
With any societal, local relationship or business “loyalty” concerns and scruples be darned.
This is now playing out as a political debate, and Amazon is the most obvious target for “squeezed” Mom and Pop and Main Street frustrations.
How it ends, with additional regulatory burden or restrictions or even an old school monopolistic break up of the company, is for “rest of us” mostly irrelevant.
Because, no matter what, we all almost certainly will be working for the rest of our careers in this “customer is all powerful” world that the Internet economy has spawned and of which Amazon is the most prominent example.
And we gotta adjust.
Through finding win-win ground with our uber-powerful customers.
Amazon is a great role model for how to do it.
Because win-win doesn't come just from low prices.
Or from speed of service. Or ease of returns.
Or from a beautiful, easy-to-use, and selection rich website.
These are all nice but are byproducts and expressions of something more fundamental.
Something that predates the Internet and goes as far back as human history itself.
The concept of true reciprocity.
Then when a customer offers a business that ultimately sign of respect and trust, namely their hard earned, often blood-stained and tears-wet cold hard cash...
...that businesses must reciprocate with that invaluable feeling we get when we shop at Amazon.
That feeling that we as a customer will be taken care of.
And respected.
And that wrongs, no matter the blame, will be righted.
Not only because it is good business.
But because, in this technologically crazy and strange and overwhelming world of ours, it is the most human thing we can do.
To reciprocate respect with more respect.
And trust with more trust.
The really cool thing is that reciprocity is just a feeling.
It doesn’t cost anything, but when our customers really sense it...
...for sure the money does and will follow.
Want Improve How Your Customers Feel about Your Business?
Want your customers to treat your business with more respect and trust?
And with more money?
Feel you have to do something new to get your business moving in the right direction?
If so, we should talk.
Click here and complete this short questionnaire as to a few questions regarding your business’ current status, and key goals now.
And we’ll reach out with our thoughts to help you.