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Tuesday, May 03, 2011

A Trail Run and a Harmonious Customer Experience

Written by  Duane Bailey

I went for a trail run the other day. The air was warm and the sun was shining so I opted for an outdoor experience.

I brought along everything I would need – my Vibram FiveFingers® shoes, Nike Dri-Fit running apparel, Oakley sunglasses, Coppertone sunscreen and Apple iPod. Although I had purchased these products from five different retailers, I brought them together to form an ensemble that would play well with my planned adventure of exploring a cross-country trail on a warm summer-like day.

As I neared the completion of my run, I marveled at how perfect my experience had been. While I was clad in gear representing five different and sometimes competing brands, it was almost as if they had all come together in perfect harmony. Without conflict or duplication of effort, each had performed their assigned function as expected. If I had to describe my experience in a single word, it would be "comfort."

Now, pretend for a moment I was able to buy all five of these products at a single retailer. How might my perception of that retailer differ from those of the five separate retailers I had visited? It's possible I might perceive the one who could provide me with the right mix of products as an organization that specializes in comfort, instead of a single product. I might have been willing to pay a premium for the convenience of being able to find everything in one place.   

If you’re in the business of selling products and services from multiple brands, what steps are you taking to ensure they are working together in perfect harmony to provide an unforgettable customer experience?

To view more fitness metaphors for business, explore these posts:
Marketing Muscles and Sales Sprints – What Getting Fit Taught Me About Business (Guest: Pam Greene)
Online Marketing: Good Landing Pages Are Easy to Follow
A New Year’s Resolution

Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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