Client: Volkswagon
Product: Passat-Blue Motion
Agency: Crispin Porter+Bogusky
Saturday, October 06, 2007
Get to the Po!nt..!
Sweat the Small Stuff
You might not realize it, but seemingly innocuous decisions such as which credit cards you accept or where you stock products could drive your customers away. Take the example of blogger Sean Howard. He works a mere three blocks from an Apple store, but chooses to make Mac-related purchases at another one located almost an hour away. Why would he get in his car and drive across town when the same products are only a short walk down the road? Howard's ironic explanation: It's more convenient. Here's why:
> It accepts the form of payment he prefers. Howard likes to use American Express, a credit card the nearby shop doesn't take. "It costs them a few extra percentage points," he explains. "But Amex is simpler for me."
> It provides easy access to products. At the local store, which uses dummy products for display, he has to wait for clerks to retrieve items from the back room. At the distant shop, he can walk in, pick up what he needs and head straight to the check-out counter.
> It offers reliable service. When he orders an item, he can depend on it to arrive when expected. At the closer store, meanwhile, the result is often "someone else telling you it wasn't ever ordered."
By over-complicating what should—and could—be straightforward transactions, one store has not only lost a customer, it has earned negative publicity.
The Po!nt: Even small issues can play a make-or-break role in keeping your customers happy.
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