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A few days ago I was sitting at my desk pounding away at my keyboard when I started to get hungry. I had a taste for a milkshake. People that know me know that I have a sweet tooth. I had a small window in between meetings to scarf down lunch and get my milkshake, so I ordered my food online for pickup.

The website I ordered from was easy to use with a good user interface. I ordered my food, and of course my milkshake, and got my order confirmation. So far so good.

I drove to the restaurant and drove to the curbside pickup spot and let the restaurant know by text message that I was there to pick up my food. I texted the phone number that was on the sign outside in the curbside pickup spot. I received a text response immediately that someone would be out with my food shortly.

Then I waited. 5 minutes, then 10 minutes later, and finally 15 minutes later there was still no food. I finally go inside and stood in line when I noticed that out of the corner of my eye I see a bag of food sitting on their pickup shelf. My food was now cold and my milkshake was warm.

Until I got to the store to pick up my food I was having a great experience. But the disconnect between the technology and the people (and processes) and the experience I had when I got to the restaurant made me forget how great of a digital experience I had. I only thought about how my food was cold and milkshake was warm. I ordered online and did curbside pick up because I was on a work call and I thought it would be convenient for me to order my food and pickup all while remaining on the work call.

It’s important to think about your customers entire experience with your brand. If they have a great digital experience but the operational execution is lacking, you may not get another chance to woo that customer. As the saying goes, you only get one chance to make a first impression. It’s obvious that promoting excellent customer experiences is important to any organization. At VKS Group we can help you execute your digital strategy in a way that makes your customers evangelists of your brand.