Are your customers' experiences profoundly remarkable?

CHIP BELL | August 14, 2018

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"What does emotional connection mean to you?" I asked a senior leader of a retail chain. I was expecting an insightful answer. "It means being helpful, courteous, and respectful to customers," he replied. I probed a bit further. "How is emotional connection different from plain, ordinary customer experience?" I got a speech about being treated like a person and not a like a number. He ended with: "We need to stop treating customers like consumers and started treating them like friends." He made it sound unique and new. Emotional connection in the customer experience game is a mere table stake, not an extra or a value-add. It is the rule, not the exception. The absence of an emotional connection is the definition of a poor customer experience. There was a time when boarding an elevator in a retail store was a customer experience. A nice person sat in the corner on a stool, operated the elevator, and announced the departments on a particular floor when the doors opened. Then it became completely self-service and ceased to be an experience, unless you count as experience entering a retail store with free air to breathe. If emotional connection is the bare minimum, what creates distinction and differentiation? A profoundly remarkable emotional connection.

Spotlight

Stop & Shop

Stop & Shop has been around for more than 100 years. We started small, as a corner grocery store back in 1914. And we’ve grown.a lot. We have more than 60,000 Associates in 400+ stores throughout New York, New England and New Jersey. Through that change, our values have stayed the same.

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