A dog and a cat were having a conversation about how each other looks at the world. As they talked they discovered that each had a different view and different impressions about how life worked.

Let's listen in.

"I tell you, it ain't easy being a dog." He continued to lament, the cat listening somewhat attentively, as cats are prone to do, "I mean sure, we can bark and run fast, but is it enough?" he asked plaintively. "Since I am in charge of this Customer Service Department. things are going to be different!" he declared. The cat now perked up and asked "So, what are you going to do?"

The dog became excited and started gesturing with his paws, pointing emphatically, "Over there we can put in an automatic bone and treat dispenser, with foot control. Then you could just walk up, put your paw down on the control, and Bam! a bone would shoot out!" The he pointed another paw and said "Over there I would put in a big spray shower, one that would let you get a drink or get wet. If you got wet you could run around getting dry, or lie on the grass over there and get warm and dry in the sun."

The cat now became interested, as she realized there did not seem to be any facilities or amenities she would like. The dog was on a roll, however and continued to bark, getting more and more excited, as dogs are prone to do, "And over there would be the BIGGEST fire hydrant! I would paint it yellow and then all the other dogs would gather around to meet and greet, you know, like dogs do, sniffing everything and everybody." At this the cat wrinkled her nose and said "It does not sound very nice to me."

The dog could not believe what he had heard. "What, you would not like this new Service Area? I mean, C'mon, it's got EVERYTHING! Bones and treats, water play area, meet and greet area! What's not to like?" he asked incredulously.

"Well, since you asked" the cat said. She uncurled and stretched, arching her back and started to massage the floor with her paws. Cats take a long time to get started talking, but once they do, well, you just better be quiet and listen. "I know you dogs like bones and treats, but cats like small treats in small dishes, so we can munch as we wait. We like to take our time" she said. "And the water park sounds neat and all, but we don't like to get wet very much." She continued. "And the meet and greet area, well that's just ….yuck." The cat started to slowly walk around and pointed out a few things she would like. "I think over here would be a wonderful place to curl up on a chair, while I am here, waiting." She continued "It would be nice to have a nice warm cushion, instead of grass to lie on." Now she really was getting into the swing of it. "Over here would be a wonderful place to have a pole for climbing with a flat upper landing to lie on and pounce down on your friends when playing." The dog had not considered climbing, dogs don't climb very well. However, he listened intently as dogs are very good at listening. "And instead of sniffing everything and everybody when you are greeting, how about just standing on your tiptoes and arching your back?" the cat said. "That's the type of greeting us cats like."

The dog and cat then realized how different they really were. They began to think and list all the things that made them different and then made a list of all the things that they found similar.

Things they could see having a benefit for both.

Instead of a water park, they decided to have a pool of water, with a separate area to get a drink. That way the dog could play in the water and the cat did not have to get wet. For a bone and treat bar, they decided to have separate dispensers. The cats got a dispenser that let the treats fall into a small bag. The dogs got a dispenser that allowed them to get as many bones as they wanted. Later, they had to install a "one bone, one dog" rule. Dogs are like that.

They then placed cushions in comfortable areas in quiet places, which were warm and bright. They also had a play area with lots of grass for running around and barking. As for the BIG fire hydrant, they decided that a more subtle approach was needed, and had an enclosed "area" for dogs.

The dog and cat looked at their finished Customer Service area, and decided it met both their needs.

Are you a dog running a cat store? Or vice versa? Have you looked at your Customers needs and wants? And have you asked them what they would like? Maybe you are barking instead of purring? Take a fresh look. Use the similar and different lists to find common areas that need attention.

Once you have built the list, use it to refine and define your Department. Find common ground and similarities for the types of customers you have. Then focus your efforts on the items that have the most potential for bridging the gap between the types of customers you have.