Some People Call Me "The Space Cowboy."

I'm liking this extra drive towards customization. On both my investment account and phone company websites I have the choice of how I would like to be referred. I've chosen the humble "Captain Awesome."

While this level of customization, which is easy enough to do, should be universally used on the web, I also think it should bleed out into the real world. For instance, when I call Vanguard, they should address me by my preferred name. After all, they bothered to ask on the website, why should our phone conversations be any different?

At my bank, they asked me what title I'd like to give myself for my company. Owner. President. Founder....nah...I chose Emperor. So sure, I'm not really an Emperor, but I like the level of respect it gets when they refer to me that way. Plus, the CitiBank offerings of fruit and wine ain't bad either. It's the little things.

I see the future of customer service going like this:

"Hello, and thank you for calling Vanguard Captain Awesome, how can I help you today?"

"I'd like to invest in capes and masks please..."

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