We had to take our dog to a vet this morning. (It's a group of specialists and they have Sunday hours.)
Great people. Caring. Nice.
But the offices needed some warmth. They resembled the standard doctor's office: cold, sterile, forbiding, and - yes - even somewhat frightening.
Kathy Sierra at Creating Passionate Users discusses the need to reduce fear in the customer relationship. It is one of the most underdiscussed topics in business.
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