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We live in a world where loyal customers are rewarded by doubling fees and discounts are exclusive to newcomers. This isn’t a recent thing. It’s been prevalent since comparison sites came into being, and the businesses began to understand that they could take advantage of customer-switching. For my part, I’m not going to spend hours every year making a switch, whether it be domestic fuel, internet and telephone provider, insurance, or entertainment. That is an abuse of my time. Bizarrely, if people stopped switching, loyal customers would once again be treated like royalty.
In 2005, when the Glazers took over at Manchester United, Duncan and I walked away from the club to support FC United of Manchester. We didn’t do so immediately because we weren’t sure how it was all going to pan out. My little business became one of the business supporters of the club, who gave us a ten year ‘never-to-forget’ experience. The club was set up by amateurs with a passion for the game, and we left when we felt that passion had gone, and some of the founders were vilified and removed, effectively for making a few mistakes. The word ‘amateur’ should have been the clue.
We continued to follow the fortunes of Manchester United throughout those ten years, and since moving north it’s been a way of keeping in touch with the city where Duncan was born and we all had our family home for 35 years. The club have just qualified for the Europa League final, so you would think every player on the pitch would be working extra hard to ensure their place in the team for that event. Our opponents are Tottenham Hotspur. Today, both teams lost 0-2 at home in front of supporters who will have paid £50.00+ per seat. Both teams sit comfortably above the Premier League relegation line. Both have under-pressure managers, with United’s probably being the safer of the two. Both clubs have owners who seem disinterested in developing the clubs unless it means bolstering their personal finances and stroking their massive egos.
These are all examples of how the principle of “the customer’s always right” has vanished from our society, and the Internet experience has turned too many human beings into expectant, entitled, greedy bastards. The lack of effort that went into both of those games today, from players whose expensive livelihoods are paid for by fans who have little or nothing, is a metaphor for modern business and society. It needs changing, but how that happens I really don’t know. All I do know is that walking away from things that don’t work and finding a true sense of community, is a way I feel comfortable with. If someone wants my business, they’d better work for it, just like many local, independent businesses do here in Berwick. Don’t give your cash to the multinationals. Buy from independents. They appreciate your business.
Peace.
John