Sometimes it is interesting to watch small things happening at a very local scale because they can be food for thought for larger operations. How about a business loosing about 30% of its potential revenue simply because it fails to create the right customer experience?
Right across the street from where I live there is a small shop selling fruits and vegetables. The people who run that shop do not seem very capable of welcoming their customers and serving them optimally. For example, these guys don't really like being paid with lunch vouchers (in Belgium we can pay for food and drinks with lunch vouchers called "tickets repas") for some reason I cannot fathom since a few meters up the street there is a butcher who gladly accepts this form of payment. On top of that they seem to have some form of paralysis of zygomatics and to suffer from Alzheimer in the brain centers that manage good manners. Anyway, when the people running the fruits & vegetables shop serve
me as a customer I don't feel welcome. When I pay them with lunch
vouchers, they don't like my payment... So I don't really enjoy going
Today, due to time constraints there was no other choice, and I actually forgot a couple of things but since they are not essential I will just wait until I can visit go to another shop. Now, I paid something like 11 € and if I felt motivated enough to go back to that shop I would pay another 5€ or 6€... Wrong customer experience means a loss of 31% of revenue in this case. It seems like a pricey negligence, don't you think? Especially since I know that when my experience is good in a shop I always have a preference for spending my money there and for spending a bit more than strictly necessary there... So in fact the loss of potential revenue (including implusive buys) is actually higher and may even exceed 40%.
Of course I know that one instance is not statistically significant blah blah blah... still in this case knowing that it is a fairly permanent situation it simply occurred to me to try to quantify the loss for that business. I thought that this might actually be happening in a number of other businesses which do not care for customer experience. And that might actually be good food for thought, at least for today...