Do you remember what it was like when mobile phones first came out? Remember how they simply didn't work that well?
I have a distinct memory of a customer service call I had with a carrier about the problems. The conversation went something like:
Me: So, I dial the phone and hit send.
Support: Then what happens.
Me: It rings.
Support: Yes, and?
Me: They answer.
Me: No, it's garbled and they sound like they're underwater. I don't care that the call connects if I can't have a conversation.
Support: I'm sorry, but as far as I can see, everything is working.
Obviously, it wasn't working. I could make a phone call, but I couldn't have a conversation. The carrier only cared that the calls connected.
But what good is a connected phone call if I can't have a conversation?
I was reminded of this story when I read a tweet of Neil's this morning:
The retailer's job doesn't end when you're done shopping, but when you have your product.
And, since returns are a part of the shopping experience, it's not enough to just check the box by saying "return it to the store". In fact, online retailer leaders are showing us how customers' perspectives have shifted, and how they're adapting.
Retailers of all sizes need to pay attention to customers' changing behaviors and adapt to meet them, rather than simply provide undifferentiated, antiquated answers that put the burden on the customer.
One way to stay on top of these behaviors is to subscribe to Neil's new newsletter that goes in-depth on tech trends at Inside Orchard. Inside Orchard follows upon Neil's success with Above Avalon, a daily in-depth email about Apple. I've been a long-time subscriber to Above Avalon and recommend his work.