However, in countries of Eastern Europe it is still unusual to be so direct. Therefore, we still call our teachers, professors by their academic degree... Dear Professor, Dear Doctor, Dear Master etc.
Therefore, it was very unusual for me to learn some time ago that one of the biggest books&music&stationery brand in Poland, decided that their staff at tills would call customers by name after reading it from credit card. Although, I lived in Germany, Spain, UK for some time and was around such direct communication, while being in Poland and experiencing it, was kind of a shock.
After recent observation it seems that they stopped this courtesy, as I suppose people responded negatively to it.
Lesson learnt by the company? Each business wants to build closer connection with their clients. However I believe it is about creating opportunity for customer to get involved in the conversation by enabling such option. This can be done by supporting small initiatives (for example Fan Clubs of Music groups grew thanks to support of the Bands and are important part of their success), organizing events, competitions where people can share their opinions, feelings and ideas for the they love - for example:
- IdeaStorm by Dell, where people can submit their ideas that are voted and commented, and eventually implemented: http://www.ideastorm.com
- Social media - i.e. Facebook Page where people can get involved in activities moderated by the brand
- Live events such as conferences or flash mobs - like T-Mobile great campaign: Sing along on Trafalgar square in London: http://www.youtube.com/watch?v=AGiqKYIgAp4
