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June 2018
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What happened to “That was Easy!”?

The Customer Experience is All in the Details.

I’m trying to order manilla folders from Staples, which should be pretty simple, right? It was easy to find them on the website, but when it came time to order, it was miserable. I tried to log in under my StaplesLink account but it wouldn’t accept my credentials. I’m not too worried–because there is a “Forgot password” link that I click on and enter in my email address, and then click “Submit.” Now here’s the kicker. The next page says, “Wait for the message to arrive in your inbox. It may take an hour or more for the message to arrive.” Ugh. I’m not waiting for an hour. By that time, I’ll have long since forgotten that I requested it, because I’m off to OfficeDepot for my manilla folders.

In this maturing age of ecommerce and web 2.0, customers expect instantaneous results. If you can’t deliver, you’ll be obsolete as every time you fail you give your customers one more reason to switch. So much for Loyalty. So much for profits.