Story
What’s the difference between commercial interactions based on the “lifetime value of a customer” and those built on a foundation of loving customers as neighbors?
Building Relationships
McCoy's Building Supply
McCoy’s Building Supply cuts against the grain in its industry. It works hard to make the lives of those who build easier and more fulfilling by cultivating meaningful, long-term relationships and loving customers as neighbors. It does this not just through excellent service, but by training employees to be— and to see others as— fully human and relational persons.
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Guided Reflection
Reflecting on the Story
- What is McCoy’s doing differently than other building supply stores when it comes to connecting with and serving customers? How is this any different than the general rule for all businesses to be customer centric?
Connecting to your Work
- Good marketing is built on a foundation of being customer oriented, but what is the difference between commercial interactions based on the “lifetime value of a customer” (i.e., typical CRM approaches) and those built on a foundation of loving customers as neighbors?
- How do we break out of money & economic exchange as the idiom of life and move towards an idiom of relational love instead?
- How can we have authentic “love your neighbor” relationships with customers rather than just engage with their wallets while still needing to have something from their wallets in return?
- How can we foster genuine, not pretend, “community” with and among customers?
- At what point do brand groupies become an idolatrous cult?
Personal Application
- What can you do to make your customers feel more loved as your neighbors?
