Is a large organization too large to offer the “personal touch” to its constituents, clients, stockholders, and employees?
Or, put another way, does being part of a large organization or operation excuse you from offering a “personal touch?” Are you “too big” or “too important” to show you care?
In my experience, many large companies exhibit very little desire to go an extra inch, much less mile, for the individuals that pass within their orbits.
And when I say “personal touch,” I am not talking about a generic email that might or might not have your name in it.
I’m talking about some action that some individual representing a large organization has taken in order to show that you matter to him or her as a person. After all, what are large organizations but groups of individuals?
When that extra step is taken at a large company, the effort is that much more memorable to the recipient.
For example, my husband participated in the New York City Triathlon for the first time a few years ago. This is an annual event that attracts over 4,000 entrants and is one of the biggest races of its kind in the country. The NYC Triathlon is largely volunteer-driven, with its revenues donated to various charities. Normally with events this large, participants are merely “numbers” (literally BIB numbers). However, this event had a different feel. A few weeks before the event, a volunteer actually called Lance to make sure he understood the particulars and asked if he had any questions. My husband, who does many triathlons and other competitive races, said that this was a totally unique experience for him, being contacted by a live person!
Quickly following the race, Lance received a personalized postcard in the mail, recognizing the fact that he competed AND finished the race, and thanking him.
When you are part of a large organization, don’t let size make you act or appear arrogant. Use your powers for good. You will set yourself and your organization apart from the rest by showing that you care for your constituents in a way that your competitors do not.
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