Companies are always looking for new ways to solidify their relationship with their customer base and grow. Some do a good job while others miss. New technology often helps, but is not always the answer.
Mobile apps are a great example. Apps should be considered a double-edged sword. They can cut both ways if you are not careful. Let’s take a look at Starbucks, Kohl’s and OmnyPay and see how improving the app can improve the customer experience.
Starbucks’ new “Breakfast On Us” promotion is an example of both improving and hurting the customer experience. Starbucks is one of the leading marketers. They have successfully grown their business and customer base over many years in a variety of ways. This newest promotion does a good job for many customers, but a lousy job for others.
Customers who have the lousy experience would be better off not knowing about this promotion at all because it hurts their relationship with Starbucks. Yet Starbucks keeps making the same mistake, over and over again.
