Is a large organization too large to offer the “personal touch” to its constituents, clients, stockholders, and employees?
Or, put another way, does being part of a large organization or operation excuse you from offering a personal touch? Are you “too big” or “too important” to show you care?
In my experience, the vast majority of large companies exhibit very little desire to go an extra inch, much less mile, for the individuals that pass inside their orbit.
And when I say “personal touch,” I am not talking about a generic email that might or might not have your name in it.
I am talking about some action that some individual, representing a large organization, has taken in order to show that you, as a person, matter to him or her. After all, what are large organizations or companies but groups of individuals?
When that extra step is taken at a large company, the effort is that much more memorable to the recipient.
For example, this year my husband participated in the New York City Triathlon for the first time, an annual event that attracts over 4,000 entrants and is one of the biggest events of its kind in the country. The event is largely volunteer-driven with revenues donated to various charities. Normally with events this large, participants are merely “numbers” (literally BIB numbers). However, this event had a different feel. A few weeks before the event, a volunteer actually called Lance to make sure he understood the particulars and ask if he had any questions. My husband, who does many triathlons and other competitive races, said that this was a totally unique experience for him, being contacted like that!
Quickly following the race, Lance 
received a personalized postcard in the mail, recognizing the fact that he competed AND finished the race and thanking him.
When you are part of a large organization, don’t let size make you seem arrogant. Use your powers for “good.” You will set yourself and your organization apart from the rest by showing that you care for your constituents in a way that your competitors do not.
