Customer Service---What's It Good For

    There are 2 schools of thought, regarding consumer purchases. I suppose you could label them the idealistic and the realistic.

   The idealistic concept is based on the optimistic and virtuous hope that the buyer appreciates being well treated and cared for. Of course the realization is that today's mercantile practices are impersonal. The friendly grocer or barber or car dealer no longer lives in your town and is considered a family friend who you choose to do business with year after year out of mutual respect and reciprocation. But let's act as if that's the case. The personal touch is not really possible any more, but let's proceed on the assumption people still like to think so, a form of delusion, but a pretty one.

    Let's take the example of a car dealership. People still buy cars. So build a large attractive facility with every feature anyone who owns or wishes to own a car could take advantage of in a central location, auto repair, used cars, new cars. And make it easy to park. Have greeters at the front entry desk who can direct you to the proper department and answer any questions. They are all friendly and apparently pleased with their assignments.

The facility is scrupulously clean, well-lighted, attractively decorated, with a comfortable waiting room equipped with large-screen TV and Wi-Fi. Sans Covid, there is a playroom for children equipped with toys and activities to keep them occupied. And there is a refreshment bar stocked with snacks and beverages for you to partake of during your wait. 

   From time to time, the dealership will send you offers apprising you of remarkable sales that may suit your interests, often accompanied by a free gift card or contest entry, just for showing up at their door. One enterprising dealer even sent a lovely fruit basket to a customer to show appreciation for past and hopefully future business. Keep the customer happy is the reasoning. 

     The other school of thought is that the above is a dying endeavor, destined to become obsolete. Such auto dealerships as well as other brick and mortar facilities will soon go the way of the dodo bird. Why would consumers resort to a salesman for information on purchasing when they can readily access all they need to know online, and research a seller who can offer a better deal without  the high overhead costs of maintaining a facility, employing a hefty sales force, and, my gosh, buying all those snacks. Reputable online businesses will even arrange delivery of your new vehicle right to your home. 

 So make your choice. Which school of thought would you enroll in. Would you willingly pay more to be treated nicely, even though you know it's a pretense at familiarity or would you choose the impersonal and sparse approach in order to save money.

    I would hazard a guess that the choice is an age related thing. Consumers who are older, more isolated, or lonely may well opt for the preferential treatment based on past mores and customs, will appreciate the human touch, so to speak. The younger segment of society, those raised on the technical, will choose to  avoid the complexities  and added expense of big open facilities staffed with welcoming human beings and the niceties of concluding a business deal. With the access of their technical devices, they have already opted out of personal interactions.

  So, farewell, to these glorious facilities. Remember what happened to Willy Loman in "Death of A Salesman."