Ready for a New Direction - CRMAdvocate: 11/28/2012

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My Take: Ready for a New Direction
Gary Lemke, Chief Customer Advocate (November 28, 2012)

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Why isn't every day Black Friday? Why isn't every day Cyber Monday?

Isn't it interesting that the advertisements for these grand retailing events focus on price rather than the customer experience? In fact, in the effort to create demand through special pricing, it almost guarantees the worst customer experiences of the entire retailing year.

The message seems to say something like "in order to encourage you to suffer from the lack of individual attention, endless waits in long lines, and all others sorts of inconveniences (midnight shopping, really?), we are going to drop the price for a few items to ridiculous levels for a limited quantity."

Retailers are notorious copycats which is why I'm waiting for a bold retailer to lead us in a different direction. "Stay at home on those crazy days. Sleep in. You will find our best prices on all our items every day of the year during which we can provide the type of customer experience you really want. We'll be ready when you are ready. "

The opportunity is wide open for a leader to take the game in a new direction.

What's your take?

Gary Lemke

Other CRMAdvocate "Takes"

11.12.12 Inseparable Twins 11.08.12 Let's Get Naked 11.06.12 Acceptable Risks, Acceptable Losses 11.05.12 Just Like the Others 11.01.12 Never a Mandate 10.30.12 Enough to Self Destruct 10.29.12 Perceived Fairness 10.26.12 It's Not Fair more "takes"

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