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Last night I had to deal with a credit card company for almost 2 hours. We were disconnected 3 times, they never called back and I had to start the process four times from scratch. They always greeted me as a valued customer and every call started with the usual ‘Your call is important to us.’

Not important enough to call me back once we were disconnected. Not important enough to document my request and not ask me to start from the beginning four times. Not important enough to assume I’m okay with wasting 2 hours of my time on a Friday evening.

The more often a company calls out my value and communicates how much they care about me, the less they value and care about their customers.  Actions prove why words are meaningless.