In 1972, Bob Farrell, founder of Farrell’s Ice Cream Parlour, received a letter from a loyal customer upset about being charged for a pickle that used to be free. Rather than dismiss the complaint, Farrell saw the bigger picture: the pickle wasn’t just a garnish—it was a symbol of great customer service and going the extra mile. This revelation became the cornerstone of his “Give ‘Em the Pickle!” philosophy.
The philosophy emphasized delighting customers through simple, thoughtful gestures, urging employees to go above and beyond. This philosophy is built on four key principles:
- 💡Service: Prioritize serving others.
- 😊Attitude: Cultivate an engaged and proactive mindset.
- 🔄Consistency: Maintain high standards consistently.
- 🤝Teamwork: Support each other to enhance the customer experience.
Decades later, Joseph Pine and James Gilmore expanded on Farrell’s foundational idea in their book, The Experience Economy, suggesting that businesses move beyond goods and services to “craft memorable, transformative customer experiences.”
Farrell’s approach was practical, emphasizing frontline service and operational excellence, while Pine and Gilmore provided a strategic framework for reimagining entire business models around customer experiences. Together, these philosophies show the evolution of CX from simple gestures of delight to immersive, brand-defining experiences—but both emphasize the same starting point: serving the customer.
This history also underlines…
What’s Wrong With Customer Experience Today?
Organizations have lost their focus on serving the customer.
WHY?
- Overreliance on technology sacrifices empathy and human connection.
- Obsession with metrics undermines meaningful engagement.
- Fragmented customer journeys arise from siloed strategies.
- Short-term thinking driven by immediate ROI pressures.
- Loss of personalization in favor of efficiency.
🛠️ The Solution: Refocus on Serving the Customer
The fundamental principle of CX—serving the customer—has been overshadowed by operational efficiency, technological innovation, and profit-driven strategies
As CX professionals, we must refocus on Farrell’s “Give ‘Em the Pickle” philosophy:
✅ Prioritize customer satisfaction.
✅ Empower employees to make decisions that benefit the customer.
✅ Consistently deliver exceptional service.
Conclusion
The challenges in CX today stem not from a lack of tools or knowledge but from losing sight of the fundamental goal: serving the customer.
Refocus on the customer—through empathy, action, personalization, and seamless service—and resolve systemic CX challenges while fostering lasting customer loyalty.
The solution isn’t complex: Refocus on serving the customer, empower your team, and watch everything else fall into place.
Need help refocusing on serving customers? 𝗟𝗲𝘁𝘀 𝘁𝗮𝗹𝗸! 🗣️
