We're Tired of Facelessness

"Let's presume they're getting their windows cleaned. The only question is who do they want to clean their windows?"

My mate Jamie has a keen eye for marketing copy. After seeing a bunch of my Facebook posts offering window cleaning services in local community groups, Jamie asked this very simple question that highlights a truth embedded in how we choose services.

When we choose a service, of course we want the job completed well.

If we engage a carpenter we want the building to be strong and square. A skilled painter works precisely to apply paint where it's needed and a window cleaner leaves our windows clean. The truth is, a lot of service providers can do a good job, often at a similar price point.

So how do we choose which service businesses work in our own homes?

McDonald's franchises work because the systems built into the business allow teams of well-trained teenagers to serve burgers and fries to very similar standards no matter which restaurant you walk into. There is no room for creative flair or interpretation in the Big Mac recipe, it's just a Big Mac. Increasingly with the implementation of self-serve computerised order systems, you can obtain a Big Mac with virtually no human interaction.

But, humans are social beings.

Sure, sometimes we just want to grab a burger without talking to anyone, but nobody wants to live their whole life in isolation. If I invite trades and services into my home, social interaction is important. A fireplace installer who can chat politely when they arrive on the doorstep, puts the homeowner at ease before cutting a large chimney-shaped hole in the ceiling.

Polite conversation demonstrates the capacity to care and communicate and this builds trust.

I've been reminding myself to put trust and rapport at the heart of what I do when cleaning windows. Because when engaging a service is also an experience of human connection, it brings joy to our day. We share stories, interests, laughter and this reminds us of who we are and what's important to us.

No matter what business you are in, what job you are doing, this is a reminder to bring a little humanity to every interaction.

It may just make somebody's day.