If Your Customers Had 3 Wishes About Your Company, What Would They Ask For?

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If Your Customers Had 3 Wishes About Your Company, What Would They Ask For?

How about imagining your customers finding a magic lamp? But instead of the classic wishes, the genie could only grant three requests related to their experience with your company? Sounds like a fun little game, but when you think about it, it’s actually a super interesting way to understand what your customers truly expect from you.

Check out the current scenario: everything is becoming more digital, more connected, and we’re, of course, more demanding. That’s why simply delivering a good product or a service that works is no longer enough. What truly makes your brand shine is the experience. It’s what wins hearts, brings customers back, and even gets you recommended to friends. And it’s not just us saying that: a study by PwC revealed that 86% of consumers are willing to pay more for a remarkable experience. In other words, just being “okay” won’t get you far; the goal is to impress!

So, back to our magic lamp: Here’s a reflection on what those three wishes could be based on today’s reality.

1: To Be Seen and Treated as a Unique (and Human!)

With so much automation around, the first customer wish is, ironically, super simple: to be treated like a person! With the avalanche of bots and automated systems, many companies end up forgetting the basics: behind the data and algorithms, there are people. Real people, with their stories, feelings, and unique needs.

And it’s not just a hunch—personalization is CRUCIAL. Research backs this up, like the Salesforce study showing 84% of customers say it’s important. Customers want you to know them, understand their history, and more importantly, anticipate what they might need. It’s not enough to just use their name or send an automated email. The key is understanding the context and ensuring every interaction feels genuinely human, even with technology in the mix.

Here’s the big challenge: how to balance tech efficiency with human empathy? AI isn’t here to replace humans—it’s here to help us understand and connect better with our customers.

2: Answers Yesterday! (Total Availability)

The second wish clearly reflects the world we live in. Today, no one has the patience to wait, and every extra minute could be enough to frustrate the customer—or send them straight to the competition.

Think about it: everything arrives in seconds—news, food, products. Waiting is now a synonym for “problem.” A study (like the one published in the Journal of Innovation & Knowledge) shows most people who complain online expect a response in, like, ONE HOUR. For emails, maybe a few hours, at most a day. Every minute after that is a real risk of losing that customer (or handing them over to a competitor).

To handle all this urgency, your company needs a truly omnichannel journey. The customer has to feel like they’re talking to the same brand, the same story, no matter if they sent a message on WhatsApp, used the chat, called, or posted on social media. And support has to be fast—no pausing the clock.

3: Solve Everything Alone, on My Time (Total Autonomy!)

Nobody enjoys being stuck on the phone listening to annoying hold music or waiting for an email that feels like it will never arrive—I can totally relate to that lol. The truth is, many people prefer to solve things on their own, at their own pace. And this isn’t just a guess. A Harvard Business Review analysis showed 81% of customers try to resolve the issue themselves before even thinking about calling someone! That’s why having self-service options is no longer a “nice bonus”—it’s essential.

We’re talking about chatbots that understand what you say, FAQs that actually answer questions (not just waste time), user-friendly portals to track orders or manage subscriptions, etc. All this puts control in the customer’s hands. When done well, it reduces annoying friction, builds trust, and ultimately makes people happier. Why? Because they feel: “Wow, the company trusted me to fix this quickly, my way, without hassle!”

So, How Do We Make It Happen? The Challenges and What to Do

Alright, those are the wishes. But actually fulfilling them takes some work, right? Companies need to tackle a few challenges—from tech to mindset:

We talk about the future, but investing in technology (AI, machine learning, automation) is already the present. It’s now the minimum requirement to serve increasingly demanding customers. Those who don’t modernize lose in speed, efficiency, and ultimately, lose customers to competitors.

Many believe omnichannel just means having many contact channels. But really, your company must speak with one voice across all channels. You know that feeling of “I started in chat and had to explain everything again on the phone”? That can’t happen anymore. The customer experience needs to flow smoothly, no matter where the conversation starts.

Having the best tech in the world isn’t enough. The whole team must breathe “customer first.” It’s a shift in mindset, in training, in how everyone sees customer service. It needs empathy, agility, and complete focus on the person on the other side.

Using bots doesn’t mean becoming robotic! Quite the opposite. The tech needs to be smart enough to understand context, grasp customer emotion, and treat everyone as a person. Automation exists to amplify empathy and strengthen relationships—not eliminate human contact.

To Wrap It Up: A Possible (and Essential!) Mission

Making these 3 wishes come true isn’t easy, but it’s totally doable. The companies that truly understand what their customers want—and move to deliver it—don’t just stand out in the market; they earn a special place… in people’s hearts! So now, looking at these wishes, think: how is your company doing in this area? Remember: a happy customer becomes a brand fan—and trust me, there’s no better advertising in the world.

Let’s start turning those wishes into reality today? After all, the magic of loyalty is in your hands—you don’t need a lamp, just smart, well-planned, and above all, human action.