When former NBA superstar Magic Johnson was opening Starbucks coffee shops and a TGI Fridays restaurant in Los Angeles in the 1990s, he made changes to the product offerings. “I had to take the scones out of my Starbucks and put [in] sweet potato pie, pound cake, sock-it-to-me cake, peach cobbler,” he told attendees of the October 2015 Stanford University Graduate School of Business “View from the Top” speaker series. “I was the first Fridays in the nation to ever serve Dom Pérignon, Cristal, and all the high-end liquors…. That’s what my customer base wanted.”
Read full article here…Why Distinctive Customer Targeting is Smart Strategy
Maybe this sounds a bit like trying to find the beginning of the Nile or the Amazon.
We live in a technology age and use technology to reach, monitor, and measure how our customers engage with our business. It is what we do. Yet, way upstream, before we monitor and measure a customer’s experience with our firm, is the people side of our business.
We need people to look at the data that we use to quantify the return on a marketing or sales campaign. We need people to answer the support desk, make the outgoing follow up calls, and greet the patrons at the door.
It is this interaction that can make or break the Customer’s Experience with our company. Once their interaction with us is done, they will take to social media to tell others about it. If they buy something from us, we will have the Point of Sale transaction and their email address to evaluate what they bought and how we can expand the “share of the their wallet” in our favor. Yet, to get to that point, it is those who they meet over the phone or face to face that has the biggest impact on their Customer Experience.