Answer the phone

What if I told you that I know of an airline where you can just call them up, and a human answers the phone within two rings?

Well... I don't. But if I did know of one, I would tell you about it. The experience would be remarkable, so I'd remark about it.

The airline would have to add to the call center budget, of course, but they could reduce their marketing expense, because I would start marketing for them.

Same thing if I could call up a bank, an insurance company, an online retailer, a car rental company, a hotel chain.

In this fantasy of mine, I wouldn't even need to authenticate before asking a simple question that doesn't pertain to my own account.

Instead, companies work hard to avoid being contacted. You click on the "Contact Us" button on their website, and instead of getting some phone numbers and an email address, you get a bunch of FAQs. (Message: "We're going to do everything in our power to avoid having you actually contact us.")

Meanwhile they probably have a separate team working on a social media strategy and "how to engage the customer and build trust."

How about picking up the phone?

How about answering my email right away, instead of sending me an automated message that says, "We've received your email, and we'll get back to you in 3-5 business days."