Customer experience is more than just rearragement

by Ashvini on March 12, 2012 · 3 comments

in Business

In my last article branding is about consistent customer experience, I emphasized that company’s brand strategy is more about consistently good customer experience than just choosing suitable color for logo.

customer experience

A day back, I actually saw that in action or rather  in-action. A company, which runs a famous retail shop, went through a transformation recently. Probably it was either that they realized they were heavily disorganized or that the competition was eating into the margin, they decided to get re-organized. The store which was highly disorganized and looked like a wholesale market with a face of retail shop, now became a swanky stylish one.

The new design was at first confusing as everything was arranged neatly and the places where I could find stuff (rather ‘search’ and enjoyed doing so) were cleaned up. Disappointed at my loss, I was nevertheless happy with the new image of the store and how it made shopping there much easier.

Alas, I was wrong. I wanted to replace a DVD which was defective. I had to run around and ask many employees before I found one who would take my complaint. The person in-charge was the slower than a snail. She had literally no interest in resolving my complaint. It took her around one hour to replace a DVD, in which she made four runs to the billing counter to verify one thing or the other.

After this almost troubling experience, my wife and I took a few music CDs with us to purchase. The billing counter had not changed at all. We were met with same employees who often took a lot of  time just to scan a few items. After scanning the items, they casually announce that credit card machine was not working due to system upgrade. They said that they will only take cash. Fortunately both of us had cash and we were able to buy. On other lines, I could see irritated customer, who after having spent a lot of time were confronted with the reality of credit card machines not working. Everything looked unplanned as ever, even though there were new shades of colors on the walls.

The bad experience remained the same. It was never that nice but customers knew what to expect. The management decided to change that.  However at the places where change was required, namely,customer service and and billing remained the same. Not only the management got all their priorities wrong but also they missed a chance to enhance customer experience, the real reason people buy.

Image: scottchan /

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Andrew March 29, 2012 at 1:54 pm

good post very true what you are saying and also very interesting, i enjoyed reading your post. Thank you for sharing it.

Aswani March 22, 2012 at 10:50 pm

Hi Ashvini…I agree. Things are not always the same. I think I have also been through such experience quite a number of times. I hope these doesn’t happen again..!

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