This happened to me again last night:
I’m getting out of a cab and, as I pull out my debit card and reach for the clunky card swipe attached to the cab divider, the cabbie turns around and says “oh no, I use Square”. Then he takes my card, pulls out his iPhone, and rings me up with a smile. Five seconds later, I get a text message saying that I’ve paid.
“Saves me a ton of money,” he says. With this, I pay 2.75%. With that thing (points to the card swipe in his car), they take me for a ride.
I first got my square account when the company was first announced. Back then, you couldn’t charge less than $100 bucks, so it wasn’t useful for most of the transactions an individual would want to use it for. I’m glad Square has overcome that hurdle. They are really solving a problem that needed to be solved, and they’re creating so much opportunity for individuals and small businesses that didn’t previously exist. Hat tip to Jack Dorsey and the Square team. They’re making a difference, and it’s awesome to see the smiles on people’s faces that they’re helping.

Five years ago, if someone from your marketing department said “Let’s market to our existing customers!” they would have risked losing their job. Why would any organization spend time or effort on customers who’ve already bought the product? Backwards you say? Not anymore. This is a winning strategy on the social web.

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