When you get an email from a company, do you expect it to call you by name? Do you expect an offer tailored to you specifically? One that offers you a discount on something you have looked at or even bought? Do you want the company to treat you as the unique individual that you are?

When you communicate with your friends, do you post to Facebook or some other form of social media? When was the last time you emailed an individual?

There is a certain irony in expecting a company to treat us as individuals when we seem to no longer be interested in treating those we care for as individuals. I mean…does my company care for you more than you care for your bestie?

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