So the first thing I realized is that whenever I go into another store they are always asking the same question – whether I want to use a CC card or debit. While not a barrier to purchase, this gets a bit annoying after a while because I’m there to purchase something – just swipe the darn card will ya?
Yes, I realize that in some cases the store might have to pay for certain transactions and not the other (but this begs the question, ‘why ask the question in the first place?’). There are also consumers that will freak out about typing in their pin # for their debit card and would prefer to validate their identity with the person behind the counter checking their ID. Still, this strikes me as a great example (albeit a small one) of a non-digital study in user experience.
Here’s some random thoughts that come to mind:
I guess that what I’m ultimately getting at here is that little things count. And I know that Starbucks spends a LOT of time focusing on these little things. Speaking of which, have a look at Starbucks’ customer-focused idea site: mystarbucksidea.force.com. Another small customer-service gem is how they personalize the process of selling a coffee – where they call you out by first name when your drink is ready.
Anyway, I think Starbucks has it right. And I think this applies to all things online or offline. That is, if we don’t need to ask a question, don’t. If we don’t need to add that page or section, don’t. If we don’t need to add a graphic…don’t.
Just ‘swipe the card’ and instead focus on customer service.
