Experience is everything. That’s my sermon when speaking to crowds in the community about how to increase profitability and decrease attrition. When I visit brands and have a great experience, I run Twitter and tweet about it. To that same philosophy, I run toTwitter and tweet about negative experiences as well. I find satisfaction sharing with brands opportunities for improvement so they can learn from their mistakes and create a better purchasing opportunity for their customers.
Recently, I had an opportunity to visit a new Aldi opening up in my neighborhood. If you’re not familiar with Aldi and/or their philosophies as a grocery store, let me share with you a little of what I learned. Aldi’s strategy is to lower operation costs so they can provide quality products at lower rates. Some of the ways they do this is by making you pay a quarter for a shopping cart. You get your quarter back once the cart is returned. They say it lowers cost on having employees go out and fetch carts or deal with theft. Another way of keeping cost low is part of the playbook from bulk retainers like Sam’s Club and Coscos where they don’t provide paper bags. You either bring your own reusable bags or grab boxes available by the checkout counters. These are just a couple ways they try to keep cost down.
During my very first visit to Aldi, I had one of the worst shopping experiences of my life. The product was disorganized, signage was incorrect in correlation to their products, customer service was weak at best, and in the end I didn’t find a huge value difference between Aldi, and grocery stores I traditionally shop at. I immediately took to Twitter to display my dissatisfaction and within hours I had the customer service team, district manager, and other Aldi employees reach out to me to discuss my experience. In fact, I emailed my entire experience to the District Manager per his request and he fully explained and addressed each point.
The Aldi experience is not my cup of tea. I would much rather shop at places like Trader Joes and Publix but was fully satisfied with Aldi’s ability to address dissatisfaction as quickly as they did. Are your customers leaving raving about you? I only tweet when I have a great experience or a poor experience but never an okay experience. I can easily be woo’d to a better experience. Are your customers having okay experiences or are they raving about your brand? These are the things you should be asking yourself everyday. What’s my customer’s experience?