So Who is The Customer We Serve?

I was struck by a headline last week in the Wall Street Journal that read, “Bank of America Weighs Fee Revamp” . With the bank struggling to regain its footing after mistakes and outright illegal activity, they now want to pass the bill to their customers.

The situation has me wonder if we have two very different realities going on. In Reality Number One, there is a “customer” who is someone we serve. We offer them goods and services that enhance their life and provide them something of true value. We treat this reality’s customer with respect.

In Reality Number Two, there is a “customer” who is someone who can help us make money no matter how badly we treat them. We believe this reality’s customer is someone we can dupe through clever marketing programs and scare tactics.

I scratch my head and ask myself if the general population has become so desensitized that they simply allow a high level of abuse because “it’s just the way things are.”

I suggest that Reality Number One is the only way to create a world that is truly prosperous for all. Is there an action to take here? You bet. Move your money to a credit union or local community bank. They are living in Reality Number One every day. I think you would love the experience. I do.

Until Later,


Author: Thomas White

Over the past thirty-five years, Thomas White has created and led private and public organizations that initiated breakthroughs in areas as diverse as computer software, publishing, printing, market research, leadership development and organizational change. The common ingredients in his success are simple. He looked beyond the limitations that others believed and found real solutions to needs that business leaders have. He attracted the best talent to translate these innovative solutions into practical products and services that were of high value to customers. He created cultures where people love what they do, work at their best and produce extraordinary results. In addition to his role as a business leader, Thomas has been a pioneer and inventor of technologies in the computer-networking field. He is a patent holder for innovations in business process and workflow technology. As part of his passion for educating others about the interface of human and computer systems, he was the co-author of “New Tools for New Times, The Workflow Paradigm”. He has also written articles for numerous publications. In 2001, he turned his attention from leading companies to supporting leadership teams in creating organizations of excellence. After many years of being a part of the machine of change, Thomas recognized that business is the most powerful force in the world. It has a major impact on public policy and governments everywhere. It is a key influence on how we use our resources and sets an example of the values that shape communities from local to global. He formed the consulting firm of Profoundly Simple to be a guide for exemplary leaders - leaders who wisely uses the power they are entrusted with to serve their constituencies first and themselves second; leaders who know that it is good business to treat people with respect, honor the environment and act with impeccable integrity – leaders who inspire greatness in those around them and by doing so create great organizations that are notable examples of success. Feeling the itch to get back into the game again, Thomas joined with two long time friends, to start the C-Suite Network. This network of business leaders offers an online network, events, services, and insights to its 500,000 member community. In addition, the C-Suite Network produces and distributes television and radio content to an audience of over 5M per month

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