In my first of two books about Starbucks titled The Starbucks Experience, I posited a customer experience principle I referred to as “everything matters.” That concept prompted an Orlando Sentinel reviewer to offer a tongue in cheek criticism by noting “everything matters – that narrows it down, doesn’t it?”
Certainly, no leader can drive perfection across every aspect of a customer’s journey (although my mentor Horst Schulze – founder of the modern-day Ritz-Carlton Hotel Company and author of the book Excellence Wins – suggests every leader should strive for nothing less than perfection). Given limited resources, I spend a lot of time helping my clients look for ways to deliver excellence at the highest value moments across the journey of their core customer segments.
The importance of arrival impressions is further supported by a study by SuperMonitoring, which shows that 57% of users say they will not recommend a business with a poorly designed mobile site. If your website isn’t mobile-friendly, that first impression not only sends customers away, but it also has them withhold their referrals.
I’d love to talk to you about how everything matters during your customer arrival experiences.