The One Way Send: Receive is Only for Payments!


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Have you noticed when dealing with companies, especially through the e-media, the company can get in touch with you? They contact you when they wish to. But when you try to get in touch with them, you cannot, unless it is pre-ordained by the company you can contact them.

Typically, you can contact the company when you wish to buy or make a payment.

Then the company contacts you regarding the shipment. You can track the shipment. They send you a text message about delivery. We are delivering today. Heaven forbid, but you have a big meeting and won’t be home, and neither is your neighbour… try contacting the company for name of the delivery guy or his mobile number, or when precisely they will deliver… you cannot, or whether they can reschedule.

You then get a message we were unable to deliver, and this goes on.

Anytime you want to make contact beyond what the company will allow you, you cannot…you have only the rights we give you Mr Customer.

Now this works great when there is no problem, and so companies have to hone the system to zero complaints and zero error. But zero contact is not to the Customers liking especially when he wants to make contact.

Some of this happened to me at Amazon in India. The delivery guy came, but would not deliver because I was not present. He was told I would be back in 5 minutes. No, he cannot wait. When will he be back? Maybe tomorrow. There is no way to get any further information from the company but to play the waiting game.

I tried to get foreign exchange from Thomas Cook. You get on the net and ask for foreign exchange. Someone calls you, fixes a rate and says he will call back…no call back, so you try calling the number the person had called on. No one picks up the phone. Then, out of the blue, I get a call. You will have to pay first. Thomas Cook will have to set up a payment port. Can you pay right away? I say no, as I am driving. I am told he will call back in 30 minutes. No call and I cannot contact him. I get my forex elsewhere.

Why is the convenience of the Customer not important?

Gautam Mahajan
Gautam Mahajan, President of Customer Value Foundation is the leading global leader in Customer Value Management. Mr Mahajan worked for a Fortune 50 company in the USA for 17 years and had hand-on experience in consulting, training of leaders, professionals, managers and CEOs from numerous MNCs and local conglomerates like Tata, Birla and Godrej groups. He is also the author of widely acclaimed books "Customer Value Investment: Formula for Sustained Business Success" and "Total Customer Value Management: Transforming Business Thinking." He is Founder Editor of the Journal of Creating Value ( and runs the global conference on Creating Value (


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