Yes, consumers are more demanding, time-starved, informed, and choice-saturated than ever-before (we know you know). For brands to prosper, the solution is simple though: turn SERVILE. This goes far beyond offering great customer service. SERVILE means turning your brand into a lifestyle servant focused on catering to the needs, desires and whims of your customers, wherever and whenever they are.
Um, no, it does not mean that. You don’t have to believe me, but you should definitely believe Nancy Friedman:
It isn’t a neutral term meaning “of service”; rather, it means “abjectly submissive,” “slavish,” “relating to servitude or forced labor.” Its synonyms are “obsequious,” “toadyish,” “sycophantic,” and “fawning.”
Not a positive association in the bunch.
See, for instance, “Check our monthly Servile Specials.” And does “ever-before” actually require a hyphen?
(Title courtesy of Uriah Heep. No, not the band.)