When Flawless Fails
Posted by Nancy Porte on Thu, Aug 25, 2011
I just had an amazing and flawless customer experience – and, although I would recommend the business very highly, I will probably never return or repurchase.
Here’s the explanation. Last year, as a thank you for leading a successful project, my boss presented me with a very generous gift certificate to a famous Virginia inn and restaurant. It was a place that my husband and I had wanted to visit for years but, with two children with active schedules, it was difficult to arrange a weekend away from home. And it’s really not our style to splurge when it comes to weekends away. With a gift certificate in hand, though, we finally made the commitment – and a reservation.
From the time we arrived, the experience was flawless. Entering the inn, we were greeted by smiling faces. Expecting a hotel-like experience, we were surprised to find that there was no check-in desk. Rather, we were asked our names and offered a glass of champagne and asked to sit by the fire while our luggage was taken to our room. Soon we had our keys and walked to a lovely room, perfectly appointed and, at the same time, comfortable and welcoming.
After checking in, we were treated like royalty. Each time we talked with someone in the restaurant or inn, we were greeted by name! There was always someone to open a door, offer a cup of tea or freshen up our room.
Dinner was as perfect as the rest of the experience. After an incredible meal, we were asked if we would like a tour of the kitchen. And, as were leaving, we were presented with some popcorn and a few snacks to take back to the room with us in case we would like a midnight snack!
Driving home the next day, we marveled at the spectacular experience. And, we agreed we would probably never return. The harsh reality was that even with the gift certificate, the cost for the weekend was beyond what we would spend on even the most special occasion. And, even though the experience was flawless, it was not worth the cost to us.
But the inn was completely booked that weekend. Many of the patrons had been there numerous times before. To them, the experience was totally worth the cost. They, unlike us, were the target audience for this business.
Now I’m interested in how this establishment will ask for my feedback. If they present me with a net promoter score type question about whether I would recommend them to a friend, I would respond as favorably. If that’s all they ask, they may erroneously conclude that I will be a repeat customer. Hopefully, they will also ask me if I am likely to repurchase (or return). That will give them a much better idea of my loyalty status.
And that experience led me to another harsh reality. Even the most well-executed customer experience – and even the most customer-centric culture – has its limits. For every customer experience there is a target audience. And not every customer experience is meant for every audience.