As customers, we really only expect the most basic level of service. We find a product, pay for it, and it shows up at our house a few days later. Transaction complete, right?
When we do experience the minimum requirements, consumers are happy enough. We’re willing to leave great reviews based on minimal interaction. With so many meh experiences getting good attention, why would any ecommerce retailer want to go above and beyond?
“I’d like to propose that we spend some time and resources to research our current customers and target market,” the Marketing Director of Company A sheepishly declared during the monthly board meeting.