Why Your Business Is Competing With Apple

Posted by KEXINO under Marketing
From http://kexino.com 4451 days ago

Global brands are setting buyer experience expectations not only for their business - but for yours too.

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Comments

Written by HeatherStone
4451 days ago

Hi Gee,

I totally agree that global brands have set customer expectations worldwide and that sometimes small businesses are judged by these expectations too. But that's not necessarily a bad thing. After all, some global brands haven't necessarily created the best impression with customers or at the very least have created a niche for businesses offering a different kind of experience than what larger brands can provide.

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Written by HeatherStone
4450 days ago

Hi Gee. Just to clarify on my part as well, I understand and agree with your points. But also taking it a step further, I'm saying that while some global brands, Amazon for example, raise expectations for everyone, other brands, like Starbucks, might actually create niches for small independent coffee shops that are not large, slick chains and that offer a signature taste that is very different than Starbucks signature roast, or perhaps even features a completely different approach to coffee. In both cases, the standard established by global brands is important. In one case, it sets the standard by which all other brands will be measured. In the other, it uses that standard as a way to differentiate from larger competitors. Thanks again for sharing.

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Written by KEXINO
4451 days ago

Hi Heather, many thanks for taking the time to leave a comment.

To clarify, I'd agree that raising customer expectations is no bad thing (if only MORE companies would make the effort!). I'm saying that the bar has been raised and, as a result, companies of all sizes are being expected to deliver as least "as good" a buying experience as the big guns.

I think that customers are less forgiving of less-than-optimal elements within the buying process that - they feel - are easily controlled. They see how easy some companies make it, and expect that level of attention to detail from wherever they buy. It therefore becomes a challenge for "the rest of us" to at least meet their expectation level or - as you say - exceed it.

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