How to kill your customers with kindness

03/25/2012 | Harvard Business Review online

Ostentatious displays of kindness can be a powerful way for companies to distinguish themselves, writes Jeffrey F. Rayport. Employees shouldn't give away the company, but an occasional well-judged bending of the rules is a great way to show a company's more human side. "Kindness has a strategic role to play, especially when it comes to winning over customers in an intensely competitive and slowly recovering economy," Rayport writes.

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