Two things in this excellent article.
(a) The differentiator in a good customer experience doesn't have to be expensive.
(b) The line "it's less about product". This is the crucial mistake that the customer experience pundits out here keep making.
vox.com/the-goods/2019…
(a) The differentiator in a good customer experience doesn't have to be expensive.
(b) The line "it's less about product". This is the crucial mistake that the customer experience pundits out here keep making.
vox.com/the-goods/2019…
Y'all understand that 70% of my projects over the past five years have been focused on merchandise and pricing, right?
And what have those projects illuminated?
That merchandise, in 2019, is even more important than is previously was - and that we're instead de-emphasizing it.
And what have those projects illuminated?
That merchandise, in 2019, is even more important than is previously was - and that we're instead de-emphasizing it.
And when we de-emphasize merchandise in favor of "the customer experience", we make a mistake that somebody else will step in and gladly fill in our absence.
I mean, how spectacular must the customer experience be to overcome the sheer boredom of buying a pair of Dockers from a stack in a poorly staffed Macy's in an empty mall?
Now, if you want to create a great "customer experience", go ahead and do something amazing, I'm fully in favor of that.
But also ask your merchandising team to give you something new / interesting / exciting so that you have SOMETHING that makes the customer experience pop, ok?
But also ask your merchandising team to give you something new / interesting / exciting so that you have SOMETHING that makes the customer experience pop, ok?
