The physical customer experience

Colin Shaw and John Ivens

Chapter 2 in Building Great Customer Experiences, 2002, pp 15-40 from Palgrave Macmillan

Abstract: Abstract Congratulations on taking your first step to building great customer experiences. Why do 85 per cent of senior business leaders from our research 1 say that differentiating on the physical is no longer a sustainable business strategy? It has been for centuries, from the times when blacksmiths made suits of armour for King Arthur and his Knights of the Round Table; to the time when bartenders sold whiskey in saloons in the Wild West; to today, buying a DVD player at your shopping mall. Why the change? The answer: innovation, speed and commoditization. Innovations of new technologies; innovations of new channels; innovations in business models; innovations within society which have freed our economies and created growth; innovations in transport that have created a global business community; innovations that have led to the dawn of the digital age. Innovation and the competition it creates are increasing the speed of change. These three things, innovation, competition and change, are endemic in organization cultures, and the momentum they generate is self-perpetuating in driving faster and faster commoditization in markets we never believed possible before. The combination of these factors means that companies find that traditional differentiators are now difficult to sustain, and the cost of keeping up with these changes is becoming prohibitive.

Keywords: Moment Mapping; Physical Element; Customer Experience; Customer Expectation; Building Society (search for similar items in EconPapers)
Date: 2002
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-55471-9_2

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230554719

DOI: 10.1057/9780230554719_2

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().