"Las empresas deben hablar con sus clientes como lo harían con sus amigos."

Talking to customers like they're your friends is all about treating them with warmth, honesty, and a sense of personal connection. Imagine your favorite coffee shop. You walk in, and the barista smiles, remembers your name, and asks how your day is going. It’s that simple, friendly interaction that makes you feel valued and keeps you coming back. That’s the essence of the idea here.

Historically, this quote springs from a shift in how businesses interact with their customers. If you think back to the olden days, companies were more formal and distant. Customer service was all about protocols and procedures. But as the world has grown more connected, especially with the rise of social media, the expectation has shifted. People want to feel a human touch, not a corporate one. They prefer companies that feel personable and approachable.

Take Zappos, for example. They’ve built an entire empire on top-notch customer service. When you call Zappos, their reps don’t stick to rigid scripts. They engage in genuine conversations, sometimes even chatting for hours if that’s what the customer wants. There’s a famous story about a Zappos rep helping a customer find a pizza joint in Las Vegas. They’re a shoe company, but they went out of their way to help with something completely unrelated. That’s talking to customers like friends—offering help and building trust beyond just the immediate transaction.

So, how can you bring this idea into your own interactions, whether you run a business or not? First, drop the formalities. Use natural, conversational language. If a customer emails with a problem, imagine how you’d respond if a friend had the same issue. Would you send back a stiff, impersonal response? Probably not. You’d likely be empathetic, understanding, and eager to help.

Another tip is to listen more than you speak. Friends really listen to each other. They don’t just wait for their turn to talk. When customers feel heard, they feel valued. Ask questions and show genuine interest in their experiences and feedback. It can transform a simple transaction into a meaningful interaction.

Now, picture this. You run a small bakery. One of your regulars, Mr. Thompson, comes in looking a bit down. Instead of just taking his order, you ask how he’s doing. He mentions he’s had a rough day at work. You chat for a bit, maybe even slip a free cookie into his bag with a note that says, “Hope this brightens your day, Mr. T!” That small act of kindness, that personal touch—it's what turns a customer into a loyal friend.

Remember, you don’t have to be a big company like Zappos to embrace this approach. It’s about mindset and the little things you do to make your customers feel special. Treat them like friends, with sincerity and care. When you forge those connections, you’re not just selling a product or service. You’re building relationships, and that’s the cornerstone of any successful business.

So next time you interact with a customer, whether it’s through email, social media, or face-to-face, think about how you’d talk to a friend. Be genuine, be kind, and most importantly, be human. That’s what people remember, and it’s what keeps them coming back.