Want customers to spend more? Get a little spiritual

Four years ago, I would never have used the word ‘spiritual’ in an article for business owners. Then again, four years ago, Prince Harry was still a prince and Corona was a beer. The world has changed.  And we’ve known that fulfilling spiritual needs is important in customer service for centuries. I always think of the quote from American philosopher John Dewey: ‘The deepest urge in human nature is the desire to be important’.  Of course, with the saturation of consumerism an

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