These are two issues that are important to every company of every size. People trust McDonalds. That s because people buy on emotion and justify with logic . Gee the local diner might be good, but it might take a long time and we re in a rush. In my seminars at Stanford and Berkeley, I always ask if people have bought books from Amazon.
Most people raise their hands.
I then ask if anyone has ever had a problem with Amazon. In one out of three seminars, one person out of hundreds will raise a hand. But they quickly say that Amazon resolved the problem in their favor, quickly and courteously. I then ask if people have telephones. Everyone raises their hands.