Customer service, if in doubt, be human

Ron Immink
7 min readNov 1, 2023

“The Human Experience: How to make life better for your customers and create a more successful organisation” reminds me of “The ministry of common sense”. You should also watch this (Brian Solis also wrote a great book on customer experience, click here):

Customer service

Customer service is still a hugely underestimated aspect of running a successful business. And with AI and robotics, that will increase to be the case. Nothing beats real humanity. Ultimately, the only thing that really matters is how you make people feel. Companies should be there to help make life as easy and enjoyable as possible. And investing time and effort in creating a human customer experience will, in turn, lead to a more efficient organisation. Realising that new technology is not a shortcut to satisfaction and cost-saving, and forgetting what matters to customers.


The book quotes “Four Thousand Weeks” on of my favourite books. Referring to “smoothness”. The average customer can expect to spend around 43 days of their life waiting on hold. That’s a month diving in the Maldives, a few weeks travelling on the Trans-Siberian railway or ten re-watches of the whole of Game of Thrones. How smooth is your customer experience? How frictionless? How amazing? How memorable? How unique?

3 myths

John Sills says there are three myths. The myth of customer loyalty, the myth of customer feedback and the myth of ROI.

The myth of customer loyalty

Companies seem to work on the presumption that all the hard work is in winning a customer and that once a customer has been won, they’re staying forever. Customer loyalty is a myth. Staying useful is what matters. And if in doubt, remember that nobody cares about your business as much as you do. In a world where bigger organisations focus on the functional experience, ‘loyalty’ is just shorthand for usefulness — or, more specifically, staying more useful than the alternatives. Where ‘customer loyalty’ does exist, it tends to be with smaller, local companies, those that are a crucial part of the community, or where the owner…



Ron Immink

Father of two, strategy and innovation specialist, entreprenerd, author, speaker, business book geek, perception pionieer. See