At the heart of what the web can do for us is the idea that our customers can do better, we can help them get there and use this as a competitive advantage. The biggest change isn’t technological but a mindset which we can illustrate by comparing where we want to be (“New”), vs where we are today (“Old”).
New | Old |
---|---|
Discover the best worldwide. | Stuck with whatever's available locally, whether it's good or not. |
Discover all that is required to fulfill our need. | Incomplete picture. |
See how all that is required is connected. | Stuck with unconnected bits. |
Several options. | Few options. |
Productive search. | Frustrating search. |
Fun search. | Hassle. |
Transparent, open. | Opaque, closed. |
Available whenever we need it. | Available at specific hours. |
Sales staff on our side. | Sales staff indifferent, trying to sell what's more expensive. |
Knowledgeable sales staff. | Sales staff doesn't know the product, can't understand what we are trying to achieve. |
Customer feels welcome. | Customer is seen as a pest. |
Relevant to our quest. | Interrupts our search. |
Find the best at our budget. | Unsure about the best options for our specific circumstances. |
Sure about making the best purchase. | Unsure, risky purchase. |
Trusted. | Weary. |
Goodwill. | Mistrust, hostility. |
Long term relationship. | Customer ceases to exist after the sale. |
Can achieve results with the product. | Don't achieve results. |
Easy to use. | Frustrating. |
Can grow with product. | End of the line with product. |
Want to give good feedback. | Want to complain. |
Recommend. | Criticize. |