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I Am Paying Attention - Are They?

Venture Lab- Crash Course on Creativity. Assignment #2
by

Leigh Fisher

on 5 November 2012

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Transcript of I Am Paying Attention - Are They?

Are THEY Paying Attention? To You ..the customer The purpose of business is to create and keep a customer. -Peter Drucker, Renowned Author and Management Consultant What is the customer experience JOANNS is trying to provide? Your walls may be saying: But your floors are
screaming: ..and I am not sure where to go to find what I need... ...and I can't seem to find any employees on the floor to ask... ..In fact, not one employee made any type of contact with me The bright, bright lights, disco music, and lack of customer service won... I gave up trying to find the glue sticks Just get me the hell out of here..darn, I need to still buy a couple of things I was able to find on my own I. waited. in. line. a. long. long. time. (Even though there were only two people in front of me) And finally, upon checking out, I requested a gift receipt. This request was met by the sales checker reply... Sorry, I can't figure that one out. I am new. OOOPS! Bye now! (laugh and snort) (yes, I am serious) If you do build a great experience, customers tell each other about that. Word of mouth is very powerful. -Jeff Bezos, Founder of Amazon.com I want you to win.
I root for the small guy. The small business owner. You have a beautiful store. I love your educational toys and products. My kids love to play while I shop. I really want to linger in your store and look at everything. I want to spend money here. I want you to succeed!

But each time I go though, I get a little more irritated at one thing.

And it is really simple for you to solve.

How? Greet me when I come in your store.

Say hello.
Say something!

Get out from behind the counter. Stop talking with your co-worker.

Know and love your products! You shouldn't want to be the best kept secret! This is what I want to see -Jerry Gregoire, SVP and CIO of Dell Computers
The customer experience is the next competitive battleground. Five retail stores: 1 common factor
I am a customer
and
I have choices where to spend my money 4 out of 5 stores
made NO contact with me while I was in shopping mode Out of the 5 stores I visited, only 1 store (cashier) said "thank you" after my purchase. The more you engage with customers the clearer things become and the easier it is to determine what you should be doing. -John Russell, President of Harley Davidson One store I visited greeted me upon arrival and thanked me upon purchase. There were employees present on the floor.

I was asked by 3 different employees if I needed help, or was finding everything I needed. Vons - Oakhurst, CA While isle width has been compromised over the years and this Vons does not have a covered area for carts during rainy, snowy, and hot weather (obviously corporate decisions) - the part of the company that interacts with ME, the customer is spot on. The people who work at Vons in Oakhurst truely value and appreciate their customers.
I am sure a lot of money is spent on studies, research on the best lighting, and colors, mood, music, layout, etc. On big money training at the top that never seems to reach the people that actually interact with the customers. None of that matters without an awesome customer experience...every time. By: Leigh Fisher
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