After a couple of recent frustrating and ineffective interactions with highly automated “customer service” departments, I found myself thinking there has to be a better way for companies to engage with clients. As is often the case, the answer is right in front of us and has been there all along.
Businesses that are easy to reach and easy to work with are becoming increasingly rare. In a world of automation, simply being responsive has become a competitive advantage.
When customers can quickly connect with a real person and get clear answers, it builds trust and improves the overall experience. In an environment where so many interactions feel delayed or impersonal, being accessible and responsive is what makes a company stand out.
When customers can quickly connect with a real person and get clear answers, it builds trust and improves the overall experience. In an environment where so many interactions feel delayed or impersonal, being accessible and responsive is what makes a company stand out.
Be a Unicorn
Webster’s defines a unicorn as something unusual, rare, or unique.
It wasn’t that long ago that when you called a company, a real person answered the phone and routed your call. Today, we’re all too familiar with “press 0 to speak with an operator,” only to end up in the wrong place—or worse, disconnected after several minutes of bouncing around.
In an age of AI bots, automated routing, and constant “technical advances,” something has been lost. There is still no substitute for a friendly, competent voice on the other end of the line.
And that, unfortunately, has become rare.
A unicorn.
One of the oldest axioms in business is simple: Make your company easy to do business with.
That applies to attracting new clients just as much as it does to serving and retaining the ones you already have.
When I was running my business, we heard it all the time:
“You got the job because you were the only one who answered the phone.”
Think about that.
Not the best price. Not the best marketing. Not even the best pitch.
Just… responsiveness.
Now compare that to today, where the only way to reach many companies is through a form submission or a generic email address. When you send that message, how confident are you that someone will respond—let alone quickly?
Think about your own experience.
The last time you tried to engage a new company or get help from an existing one—was it easy? Was it positive? Or was it frustrating, slow, and impersonal?
And if it wasn’t a great experience, ask yourself:
Would it have been different if you could have reached a well-trained person, quickly, who could actually help?
Here’s the opportunity.
In a world where most companies are making it harder to connect, simply being responsive—answering the phone, replying quickly, being human—sets you apart.
You don’t need to be perfect.
You just need to be available.
Do that consistently, and you become the exception.
You become the unicorn.
Contributed by Joe Zeliger, PBC Coach
A veteran business owner himself, Joe Zeliger has over 25 years of business experience. He brings a unique understanding of what it takes to successfully found, build, and ultimately exit a highly profitable company. He now works with owners to improve profitability, strengthen teams, and increase the overall value of their businesses.
Joe welcomes the opportunity to connect and can be reached directly at zeliger@professionalbizcoach.com.
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