How to win customers in 2016

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Allen EdmondsWith the New Year upon us, I was asked by a blogger to comment on trends that will influence customer experience in 2016. My reaction was to reply with insights into the rapid growth of consumers’ mobile connectivity across socioeconomic categories and the impact this trend is having on the number of customers who are active on social media, the quantity and speed of their feedback, the increasing percentage of revenue captured via mobile channels, etc.

It’s true that mobile connectivity is a big deal (and the main reason that you and I have either downloaded the Uber app to our smartphones or know someone who has). But rather than add my voice to the cacophony echoing this trend, I will instead provide an alliterative set of attributes (based on my 2015 observations of what’s resonating with customers) that will help you win customers in 2016 and beyond.



  1. Simplicity – Make it easy: Uber, a venture-capital-backed ride-hailing startup, surpassed a $50 billion valuation two years faster than Facebook – largely on the simplicity of its app. According to Uber, “Riding’s as easy as 1-2-3: 1. Request a ride; select your pick-up location on the map 2. Map your driver; watch your driver pick you up in minutes, and 3. Just hop out; no payment hassle after you arrive.” Now it doesn’t hurt that Uber is also known for its drivers’ clean cars, professionalism, and service bent. But that app is gold. Earlier today, I requested an Uber Black Car at 1:08pm that pulled in front of my house two minutes later. In addition to timely, my driver, Irfan, was courteous and professional. When I reached my destination, I had a digital receipt on my smartphone before I stepped out of the vehicle. Simple.
  1. Alacrity – Make it quick: My family and I often enjoy impromptu meals at Jimmy John’s Gourmet Sandwiches or Chipotle Mexican Grill. In one strip center near our home, these restaurants are located next door to each other. At this location, our choice of where to dine is often determined by the line at Chipotle – which frequently extends to the entry doors. Interestingly, at Jimmy John’s, even though it too is popular and teeming with customers, there never seems to be much of a wait. Many times, I’m challenged to pay for my sandwich and return my credit card to my wallet before my sandwich if made and delivered to me. As Jimmy John’s says, it’s “Freaky Fast!”
  1. Quality – Make it well: My brother-in-law, Mike, a pastor in Vancouver, B.C., likes to say, “I’m too poor to afford cheap shoes.” He would rather spend more money on a pair of well-made shoes that will last him for many years than buy a cheap pair that he’ll soon need to replace. Five years ago, I bought a pair of Allen Edmonds dress shoes. The sole of the right shoe finally wore down last November. I stopped by an Allen Edmonds store where an employee took all my information, printed a shipping label, and gave me a box to package my shoes and ship via FedEx to the factory for refurbishment. About a week later, I received an email update containing before-and-after pictures of my shoes. Two days later, they were delivered to my home. They’re like new! And now I’m good for another five years… I can’t wait to share this experience with Mike!

I have no crystal ball, but I can say this with certainty: In 2016 customers will be turned off by complex instructions, chronic delays, and shoddy quality. Mediocrity will be a tough sell. The availability of more choices, from transportation companies to dress shoe manufacturers, has exposed the futility of subpar product and service quality.

On the other hand, if you’re fortunate enough to have a reputation among customers for simplicity, alacrity, or quality, you will likely have a good year. If you earn a reputation for two of the three attributes, you’ll probably have a great year. And if you possess all three, buckle up for the ride because you’re going to be very busy in 2016!



Happy New Year!

3 COMMENTS

  1. Yes, make it easy with options, is what we want as customers!

    I feel, it is important for a service provider to have the quick option of a ‘call’ and not restrict availability to ‘apps only’. This causes delay and a gap between customers and service providers.

    If there is courteousness and an attitude to help at the delivery’s end then we might consider being loyal!

    The other day I asked for an Ola cab on the app and 2 cab drivers responded. The one who arrived said he did not know the place. Incidentally, the destination was the most well known junction in Bangalore, the Sony World junction in Koramangala. The driver was not even bothered to ask some one to find the way. Obviously, I stepped out of the cab and called for another. This time, although, the message on my screen said I would not have to pay up to ₹200, the cab meter displayed something different and the driver said I would have to pay the full amount! He either did not have the option to call his supervisor or did not want to!

    Now, I am unlikely to use Ola in a hurry! There were gaps in communication at the back end. When options are available we customers would go for the next! I will also ensure that I dissuade my friends from using this service.

    If the there was even a hint of apology or option then I would have certainly considered ‘to err is human’

    I am glad, in this part of the world, there are smart educated delivery executives at our doorsteps to deliver ordered cooked food services.

    At the end of the day, both the service provider and the customer need to ‘connect’ to build sustainability, loyalty and expand, any business.

  2. Thanks Steve for the shout out on Allen Edmonds. We have been handcrafting shoes on the shores of Lake Michigan since 1922 and recrafting them since 1986. Here’s to the next five years.

  3. Hi Steve

    Your story reminds us that there is a huge difference between the experience you can expect from a luxury brand like Allen Edmonds shoes (that has been hand-crafting shoes for almost a hundred years) and that you can expect from a cheap shoe brand (made on a production line built in China five years ago).

    In today’s throwaway society people are increasingly unwilling to spend money on quality; whether in products, services or experiences. Instead, they prefer to buy things cheap and then replace them when they inevitably wear out after a short time. Or they prefer to buy fake luxury items that fool no-one but themselves.

    Like in many things, if all you are willing to pay is peanuts, all that you can expect is service provided by monkeys.

    Graham Hill
    @grahamhill

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