DOing vs. BEing: creating rules that put customers first

I recently purchased dysfunctional products/services from three vendors who were unwilling to go outside company rules to fix the problems they caused. How can we take part in the Trust Economy if our corporate rules preclude us from taking care of customers? Too often there’s a divergence between company rules and customer needs.
I’ll use my vendor issues as a starting point:
Wheaton International Movers. After researching a big cross-country move, I picked Wheaton. But it was a nightmare:

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