Comments on: Convenience vs. Experience

By: Esteban Kolsky

Esteban Kolsky — Tue, 09 Jun 2009 16:27:35 +0000

Sonny,

This is a very interesting debate and I have had it several times as a CRM strategist, even several times with the same customers. The concept of customer-centricity is easy to grasp, but when it comes to implementing it apparently is more scary than going to the dentist in 1920. It is amazing who people who say they are not afraid to change become horrified at the thought as part of their corporate culture.

I think that just pulling a band-aid, my experience on this is that you have to do quickly and swiftly. Once the decision is made at the to to make the change, then change management and the ability to change the culture should kick in quickly before they start thinking.

The best part of change management is that you can accomplish a lot before you deploy a single tool or technology, and that is what creates the success in these projects.

Thanks for writing this and contrasting both elements. They are like the two sides of the loyalty coin. Either you have convenience and no loyalty, or experience and loyal customers.

By: Sonny Gill

Sonny Gill — Mon, 08 Jun 2009 22:07:13 +0000

@Olivier – Great point about business development. Evangelizing your community of core users is really biz dev nowadays. The way you communicate with them, shape their experience, and build that relationships, has a great deal to do how your company will be perceived by others who aren’t buying your products or services, but are thinking of doing so.

Now I wonder who they’ll want to reach out to – Company A whose evangelists are praising the company and the experience they’ve had, or Company B who has some nice products but issues that the company doesn’t address, other than building out more features that does nothing for them. Take your pick!

By: Owen Greaves

Owen Greaves — Mon, 08 Jun 2009 16:34:27 +0000

Hi,

Most people come back for more because of the experience they had in dealing a Brand, Product or you. I don’t care about the name of a business until I have had an experience in dealing with them. Convenience rarely plays into my decision making process about a product, person or organization.

My 2 cents on the topic.

By: olivier blanchard

olivier blanchard — Mon, 08 Jun 2009 16:14:02 +0000

It’s so sad that so many businesses stilldon’t understand that user experience (at all levels – touchpoints, product, marketing, etc.) is where the convenience of having a loyal, vocal and enthusiastic customer base is forged. Make customers love you by blanketing them with great experiences on a consistent basis, and your business development pains will quickly become a thing of the past. That’s the kind of convenience that- as a business manager – I would love to have.

By: Sonny Gill

Sonny Gill — Mon, 08 Jun 2009 03:04:29 +0000

@Beth – You make a great point. We constantly talk and analyze campaigns and businesses from a consumer perspective, so why wouldn’t that spill over into your own business environment? You make a great point on fear and really stemming on different types of fear, which a lot of us have experienced first hand. Brave, special companies come at a minimum nowadays – but also leaves huge opportunities for small or big businesses to stick out in saturated markets.

Awesome points, as usual, Beth!

By: Conceptualizing the True Nature of Conversation #bcto09

Conceptualizing the True Nature of Conversation #bcto09 — Sun, 07 Jun 2009 21:31:14 +0000

[...] written about this before using the example of the Toronto Transit Commission and my good friend Sonny Gill has also written an article that really helps sum up the problem. Most authors, publishers or [...]

By: Beth Harte

Beth Harte — Sun, 07 Jun 2009 21:13:56 +0000

I guess a lot of us marketers have experienced the same thing… Sonny, you’ve have hit on something that I often wonder about… Marketers are also consumers, right? So why is it when we work for a company we don’t provide the experiences that we, as consumers, expect to receive when we interact with a company/brand? I think we all know the answers… Part of it, like you mention, is company culture. Another part, I think, is fear (and that comes in all shapes and sizes). It takes a brave company to tap into customers, listen and make changes.

Great post Sonny!

By: Sonny Gill

Sonny Gill — Sat, 06 Jun 2009 17:50:13 +0000

Definitely on the right track, Stuart. Convenient experience is an even better definition. I understand the company has to do things that best fits their practices but to find a balance between the company and the responsibility they have to their customers, is the key.

Thanks for the input, man.

By: Stuart Foster

Stuart Foster — Sat, 06 Jun 2009 17:00:10 +0000

Interesting quandary. I actually had this article up for the past two days in my tabs because I didn’t quite know what to say about it. I think you have to do this: Create a convenient experience. The barriers for entry should be low and the possibility for enjoyment should be high…that’s my best approximation of what you should do. On the right track?