What Makes A Company Beloved?

Few months back, one of my Indian friends asked me, Do you hate Microsoft? I replied, “No, I love Google.” Every one of us is in love with some specific companies. They build very positive image in our mind not just because their products / services are awesome at affordable prices, but in fact there are some great things happening inside these companies all the time.

I Love You More Than My Dog (Amazon Link) is a worth reading book by Jeanne Bliss. This book talks about specifically what is common between all beloved companies. Let me share you some interesting finding of the book and my ideas on becoming a beloved company.

Some Beloved Companies

Humanity into their business

Beloved companies take time to set their philosophy, they understand that they are doing business with humans, so they always try to keep humanity into their business. They consider lives of their customers when make decisions, so the customers become emotionally attached to them.

They don’t handle their customers, they treat them humanly in the way customer expects. The language of  Welcome Message seems if an old friend wrote it, not a computer.

They love their employees

Beloved companies believe that employees are the face of the company so they really respect them and believe that these are the people who make a difference.

Vineet Nayar, CEO HCL, developed a management approach called Employees First, Customers Second that has become known around the world. “ What we want at HCL is passion. We want people to be burning up with their desire to pursue their interests. Fascinated by their assignments. Jumping out of their skins with excitement about what’s next. Eagerly pursuing better solutions and new initiatives” wrote Vineet in an article in Forbes Magazine.

I personally believe very much in this approach, but I think good companies have been doing this since long before the businesses came under studies. Letting employees do what comes naturally to their mind other rather than following strict policies yields more result for the company.

They trust their customers

Today every business claims to love & trust their customers, but we as customers know that this is not very common. Inside the beloved companies, they decide to believe. They believe their employees and they believe their customers, their connections are genuine.

By deciding to trust customers, they are freed from extra rules and layer of policies that create a barrier between them and their customers. They enjoy a personal relationship with their customers.

They make uncommon decisions for customers

We often experience that a company’s service / products doesn’t match with our specific need. Officer at the other end says, “I understand your need & circumstances, but I’m sorry this is our company’s policy and we can’t change to that.”

But at beloved companies their employees make uncommon decisions to fulfill customers needs. Their customer service reps have the authority to do whatever it takes to make the customer happy. They don’t read from a script or follow process…they help their customers.

Beloved companies takes help from their heart and mind to make uncommon decisions by considering the needs and emotions of the customers.

They admit and say sorry

In real life everyone of us say sorry on mistake, to the people who have value for us. In business sometimes things get wrong too, apologizing well and repairing the emotional connection with customers is identity of beloved companies. They don’t hide behind the wall, they tell the whole story openly, clearly and honestly.

They apologize the fault and promise to make things better. They don’t refuse to answer questions, and encourage further communication to discuss the situation. As a customer it doesn’t only make us satisfied, in fact it makes us love them more.

Tony Hsieh, CEO of Zappos.com, the world’s biggest online shoe retailer & winner of numerous customer services awards said in a May 2010 article in SUCCESS Magazine that, “Customer service is about making customers happy , and the culture is about making employees happy. So really, we are about trying to deliver happiness wether it’s customers or employees and we apply that same philosophy to vendors as well.”

We are naturally programmed to treat others as we’d like to be treated ourselves, is Golden Rule which we should never forget in life nor in business. It’s all about being right more often than wrong.

I would love to know what is your beloved company, what makes them beloved for you. Please share your leading thoughts in the comments below.

About Waqas Ali

Waqas is a blogger and entrepreneur from Pakistan. He is the founder of Markhor, a startup which sells handmade leather goods around the world. He can be reached via  email, , and Facebook
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15 Responses to What Makes A Company Beloved?

  1. Bessy says:

    this is a nice entry. though i would have loved it more if it had, say, a concrete example of the concepts you’ve discussed, like in what forms do the exist in the real setting. take fore example…how do they love their employees? describe a procedure by one company that encourages this (i.e. wage increase, overtime pay, freebies, etc). well, i promised a feedback…so here it is. 🙂 i enjoyed reading your article.

    • Waqas Ali says:

      Hi Bessy,

      Thank you for your first comment & visit on this blog. You’re right that examples would make it easy to understand these concept. I didn’t include any example to keep the post brief and examples task wss given to the readers.

      But let me share you an examples here, taken from the book I Love You More Than My Dog

      An incident regarding a shipment of Lands’ End tertlenecks. We had shipped thousands to customers, and then found later in the quality review process that some were flawed. Without waiting for customers to contact us, we sent every single customer who had ordered a turtuleneck a note: “The turtuleneck we originally sent you may have a flaw in it. We’re not sure , but we just inspected some that weren’t up to our standards, and wanted to make sure that you’ve got a good one. So just call us if you want a replacement. Don’t bother returning the first one we sent. It’s on us.” We always signed our letters, “Your friends at Lands End.” Your friends. There was a lot of meaning in those two words. We meant it.

      I’ll be sharing my personal experience soon in any other post. 🙂

  2. Jaemi says:

    I love Google for a few reasons. 1, I’ve been to the Googeplex, and I’ve heard and seen first hand what they do for their employees. 2, I believe they’re in it for the end-user. Gmail was someone’s 20% project, and it was great, and so they released it to the world. Maybe their search hasn’t changed a lot, but for most of it it still just works, and I like that they’ve kept it simple. The simplicity (of looks) is why I love it. The fact that you can do just about anything with it is another reason.

    Why do I love Amplify? They have solid vision of what they want to create, and even though they’re just starting, they’ve already got their main concept nailed. It could be easier to start, spark, and take part in conversations with Amplify. And their employees are amazing.

    I posted a complaint one night, about something the service wasn’t doing to my liking, and by the next day, it was. I’ve recently had an issue with part of the site on my new laptop, and they religiously tried to recreate the issue so they could fix it. Since I was 95% sure from the get-go that the issue was with this machine, that was truly above and beyond.

    More to the point, the Amplify team are just great, interactive, caring people, and they treat their customers like what they are – the people the service is for, and the people who are, in the end, going to make it great, by putting it to use and spreading the word.

    • Waqas Ali says:

      Hi Jaemi, I welcome you to my blog.

      Yes! Google is an awesome company, and as I mentioned in post I love them.

      People at Google are on the mission of making users’ life easy on the web, and they have integrated great values to their business like Don’t do Evil.

      I’ve not been to Amplify, but one can easily learn from your experience that they understand value of a customer and are successfully treating them humanly.

  3. Stefano says:

    I think your post is correct, but to our misfortune, there are few companies that understand this concept … old companies need time and new people to understand these concepts.

    • Waqas Ali says:

      Stefano, you’re right. This is why every company is not beloved. In fact they are very rare, but good news is that businesses are understanding the importance of humanity & value of care.

      Because this is now (and was) the only way to achieve glory in every field, in business and in life. Thank you

  4. Hi Waqas;-)

    Great point outs on what matters in today’s business. Services, cannot be cheaper or delivered faster,but what they can be, they can be delivered with CARE. And this is and will be business framework of tomorrow.
    Human touch and care, will sustain businesses and this is great chance for small companies and entrepreneurs to make difference!Yay!;-)

    • Waqas Ali says:

      Hi Ivana, it’s really essential to add values to what you do in Life, Business or Shipping. I hope businesses in Pakistan & around the world will adopt this great approach to make this world better place.

      Yes small businesses are at first to adopt, because when they’ll add Care they’ll become BIG! 😉

  5. Katie Little says:

    Hello Waqas-

    Great post today. I agree with the ‘Beloved Company’ concept and totally agree more companies should follow that style. Its the companies that go the extra mile for us, we remember and come back to that company. I also agree we (employees) in the company should treat customers like we would for ourselves. As we are all humans.

    I look forward to more of your work.


    • Waqas Ali says:

      Katie, welcome to my blog.

      Yes customers come back with full heart to Beloved Companies and tell every one about their great expeience too. You see website of IKEA fans etc. People just love them.

      I hope you’ll find more work here in coming days. Thank you for comment and RT. 😉

  6. anto says:

    Thanks for your awesome post,! More to come on Monday….

  7. I think if you make your services caring that will definitly make your company beloved. Also do not mess up people to get your services, make a good selection and provide them a qualitative work. I think that will change the perception of people. Hire such a nice people who just do magic and customer is convinced. This is all what I can say, because I do not have very good experience in what you are doing. May be this small addition would make some difference.

  8. Pingback: Deliver Learning, Deliver Happiness. | Inside Out | waqas a day

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