When it comes to customer experience, bigger is not always better The “Boutique
Experience” is what customers want. Today’s buzzword in the corporate world is
Customer Experience. Customer Relationship Management (CRM) has been replaced
by Customer Experience Management (CEM), which is defined by Wikipedia as “the
processes and methods used to design and manage a customer’s entire experience with
a product or a company.” Companies have even gone so far as to hire Customer
Experience Managers, responsible for ensuring every customer experience is not only
positive but also helps to increase customer retention and loyalty. Granted, technology
has commoditized many of the products and services available on the market, and
companies today are more challenged to differentiate their offerings. However, this
“new” attention on customer experience makes one wonder: Why is it so hard to provide
a positive customer experience? More important, when did companies stop delivering
good experiences? The answer is simple – when they got too big. Once a business
reaches a certain size, it’s hard to continue to deliver the “Boutique Experience.” While
there are exceptions to every rule – think Southwest Airlines, Nordstrom’s, Cadillac –
they are just that, exceptions. By definition, a boutique is “any small, exclusive business
offering customized service.” But providing a Boutique Experience requires more than
being small in size or offering a customized service. It requires dedication, focus and
commitment to the customer. Companies that successfully deliver a “Boutique
Experience” to each and every customer reap the rewards of a more loyal customer
base that is more likely to serve as an advocate of their business. Let’s take a look at the
key characteristics that differentiate Boutique Experience providers from the masses.