Selling what’s good for them


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Will you turn over a new “leaf”?  Increase your “focus?” Or catch a “volt” of inspiration?

Of course I am talking about the new line-up of electric cars that will be offering customers a rather new experience.

Do you think consumers will make a substantial switch to a technology that offers environmental advantages, decreased dependence on foreign oil yet provides significantly less range of travel.  Whether its the Chevy Volt, Nissan Leaf, or electric Ford Focus travel distance could be the key.

According to a special feature report on the Ford Focus:

“The Focus Electric is a pure, zero-emissions battery-powered car similar in concept to the recently launched Nissan Leaf.

Unlike the uniquely designed Leaf, the Focus Electric is nearly identical to the conventional version of the car, save for a slightly different front fascia and a charging input located behind the driver’s side front fender, along with the requisite ‘Electric’ logos. Five passengers will fit in an interior that is also largely unchanged, although part of the battery system encroaches on cargo space in the form of a large box behind the seats measuring about one foot high by one foot deep….At the unveiling of the Focus Electric in New York, the car’s chief engineer, Eric Kehun, said that Ford hasn’t determined the range of the car yet, but that it will be better than the Chevrolet Volt’s and competitive with the Leaf’s, which puts it in a ballpark between 50 and 100 miles. Kehun added that prospective customers are prepared for the fact that they can’t go as far as a gasoline-fueled car between fill-ups and are willing to adjust their driving style accordingly.”

Will consumers charge a lithium battery 3 hours to drive 100 miles?

How will Chevrolet, Ford or Nissan help customers select socially responsible products that require consumers to make sacrifices?

Some argue that it is easier to sell something “bad” for the consumer, than it is to sell something “good” for them.  Do you agree?

How would you help your customers make long-term good choices even if it meant short-term inconveniences?

Sometimes, customer experience design is creating products customers need – even if the customer hasn’t decided to want the product yet!

Republished with author's permission from original post.

Joseph Michelli, Ph.D.
Joseph Michelli, Ph.D., an organizational consultant and the chief experience officer of The Michelli Experience, authored The New Gold Standard: 5 Leadership Principles for Creating a Legendary Customer Experience Courtesy of The Ritz-Carlton Hotel Company and the best-selling The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary.


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