Customers like it when it's easy to business with a company. That's a core part of the customer experience.
And companies that are serious about delivering a great customer experience do things to make buying easier. Amazon created one-click ordering to simplify the purchase experience. Apple and others have eliminated the entire process of waiting-in-line-to-pay by equipping sales people with the ability to take payments directly from customers on the sales floor.
In other words, companies intent on improving the customer experience are taking big, innovative steps forward to make it happen.
Last week, CVS did just the opposite. CVS took a step backward by shutting down the technology that allows customers to pay using their iPhone6 or Android phone. The system was working just fine, but CVS took the option away from its customers.
This was a bad move, for 3 BIG REASONS:
First, it disrupts the customer experience.
Companies are supposed to move forward this stuff; giving customers options that will make the customers' lives better, and experiences easier. CVS did the opposite - they took it away.
Second, it disrupts employee experience.
CVS directed its employees to tell any customer wanting to pay by phone, that they'd have to use another form of payment instead. And to apologize to the customer. Anytime a company puts an additional (negative) burden on its employees, it degrades the employee experience. And the employee experience is inextricably linked to the customer experience.
Third, it hurts employee morale.
Delivering bad news is never fun, nor does it lift the spirits of the messenger. Being asked to deliver bad news to customers, and to apologize to the customer hurts the morale of employees. And employees with lower morale are less engaged and less productive.
- How will it impact the customer experience? (If it lowers the customer experience, then it's probably a bad decision.)
- How will it impact the employee experience? (This is important, because a negative employee experience can cause the employee to deliver a negative customer experience.)
- How will it impact employee morale? Lower employee morale causes lower employee engagement. And less-engaged employees put out less discretionary effort when engaging the customer.