When What's New Isn't Necessarily What's Right

by Jeannie Walters

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robotsSometimes the hard truth is the old way still works. But what’s new is so shiny! So exciting! So different!

I love new. I love love LOVE innovation. I get so excited about what’s next. And I love when my clients do, too. Innovation and staying ahead is absolutely essential to a superior customer experience.

But if it’s not broken, let’s try to not to fix it. Remember the Gap logo fiasco? It was a fiasco because the old logo was working just fine, thankyouverymuch.

Or, as a different take, consider the Apple store. In a blog on the Harvard Business Review today, Saul Kaplan discussed how Steve Jobs set up a pilot store near the Apple campus to get the whole thing right. After exploring there, they were able to tweak and dramatically change the design and layout to really provide the greatest experience. This was true innovation.

 But the real-world prototype and other early stores that Apple was able to iterate toward a winning customer experience ultimately became Apple’s hallmark. from Harvard Business Review blog by Saul Kaplan

Now, if you’ve been in any Apple store in the last several years, has much changed? Not really. The products have changed, but the actual layout hasn’t really. The staff may have changed but their approach to sales and support haven’t really. Don’t fix what isn’t broken.

What is working right now for your customers? What do they love? What do you love about your experience? Is it unique to your brand? What is not worth changing?

 Photo credit: ricardodiaz11 via Creative Commons license


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Jeannie Walters

Jeannie Walters is the CEO/Founder of Experience Investigators, a global Customer Experience consulting firm. She has 20 years of experience helping companies improve loyalty and retention, employee engagement, and overall customer experience. Jeannie is a Certified Customer Experience Professional (CCXP,) a charter member of the Customer Experience Professionals Association (CXPA,) a Professional Member of the National Speakers Association, LinkedIn Learning instructor, TEDx speaker, and President-Elect of the National Speakers Association Illinois chapter. Learn more here.

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