Having a teenage son, I’m amazed by his perception of how quick things should be happening.
Tapping a card on a contactless pad? Purchase completed.
The click of a button? The film he wants to stream should immediately start playing on the screen.
In all honesty, he’s not as impatient as that (even he knows that quick doesn’t always equal good). And these expectations aren’t confined to those termed as 'Generation Z'. But a couple of recent stories in Marketing Week (registration required to read these in full) really emphasized what organisations are doing in order to make the customer experience better.
Richard Shotton and Lauren Leak-Smith recently wrote about how Houston Airport reduced the number of passenger complaints they were receiving – instead of a short walk to the luggage carousel and a long wait time for their bags, they decided to re-route passengers so that the journey was slightly longer, but the waiting time shorter – the total time from leaving the aircraft to picking up baggage was the same, but the ‘subjective experience’ was better.
Another piece by Ellen Hammett examined online retailer ASOS and their decision to pull the plug on their ‘A-List’ loyalty programme, because they realised that a simpler, smoother, slicker customer experience was better than an idea that has reportedly struggled to get customers to part with their hard-earned.
Speed, ease and convenience are still part of ASOS’s offering, but in simpler terms – the Premier delivery option of £9.95 that gives customers a whole year of next-day or nominated day delivery with no minimum order and free returns, still appears to be the most popular option, and it looks as if ASOS will concentrate future efforts around this initiative.
Whether it’s a psychological change (the airport could have spent more on baggage handlers), or an admittance that an initiative hasn’t worked (rewards aren’t always as welcome as they seem), these are a couple of great examples of where an organisation has acted on what their customers have told them & acted accordingly.