how hard is it to buy your product?
companies spend a lot of effort to get a client. vast resources are spent in attracting clients and convincing them to spend their money in your products and services.
since all that time, effort and money are spent in getting a client, you would imagine companies would make it easy for the client to actually buy their product or service. but in many cases that is not quite true.
movie theatres for instance, make most of their money on the concession stands. if you ever go to the movies however, you know you’ll have to stand in a long and slow line up in order to get the overpriced, not to mention unhealthy, popcorn and pop.
another example is public transportation. at the end of each month we see a huge line up at of one of the only retail location in downtown Calgary where you must go to get your monthly public transportation pass or tickets.
this is not a technology issue and in many cases is not a staffing issue. it is a business process issue. these are companies who have not invested the same amount of time and effort to make the user experience an easy one.
some organizations may feel they have somewhat of a monopoly on the services or industry they are in and therefore don’t see necessary to invest as much on a positive client experience.
most organizations however, can’t afford not to provide a positive user experience, as if you don’t, you will loose your client, and most importantly, you’ll you damage your brand.
once your brand is damaged, you loose profits, market share and you harm your reputation. recovery then becomes a long and very hard road to travel, not to mention expensive.
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