Sliced bread is one of the seven wonders of the world. Since I’m a big fan of toast, a perfectly sliced bread is a thing of joy.
I admit to my bread addiction, especially what Whole Foods sells. Their seeduction, and rosemary sourdough breads are my favorites.
But this post is gluten-free and not about bread. It is about the slow erosion of my experience as a customer at Whole Foods.
Last Sunday, I went to my dealer (the Whole Foods bakery) to score (buy a loaf of bread), It is now SYOB – slice your own bread.
They built a self-service slicing machine for the customer to use instead of their team members. (they aren’t employees, they are team members).
Slice and Dice
Some genius at Amazon/Whole Foods decided that instead of having team members slice bread, they would create a machine so consumers can do it themselves. Thus, shifting the labor cost and the risk to the customer.
I know. What a stupid idea.
Why would a store want to make their customers do this job? Assuming that the machine is safe, is this a good idea? Labor shifting happens all the time – think of self-checkout and self-service salad bars.
But sliced bread? Seriously?
What other jobs will Whole Foods ask their customers to do to reduce labor in the store? Will they ask us to unbox the whole grain corn flakes and stock it on the shelf? What’s next?
Customer Experience
I’m sure the organic GMO-free garbanzo bean counters at Amazon/Whole Foods HQ figured out that they could get a healthy ROI on shifting labor from store help to customers. I get it. I do.
But now my experience of shopping changes.
Shifting this task to me means that now I have one more job to do when I shop. Instead of making life easier for me, it is now a little more challenging.
Of course, I know these are first-world country problems, so don’t shed any tears for me. Still, do you really want to add slicing a bread to your shopping routine?
If the Shoe Fits
Another Amazon company is Zappos. They are the legendary poster child of customer experience. They decided that to differentiate themselves, they would act like human beings and be more helpful. The customer service department wasn’t incentivized to solve problems quickly and get customers off the phone or chat. Instead, they did the opposite. They asked, “what can we do to make life easier for our customers, so they’ll keep coming back? How can we make them feel wanted, loved, and appreciated?
If you call Zappos, you’ll find someone willing to listen and be remarkably helpful. They put the customer back in customer service. Their goal isn’t to sell shoes – it is to make you feel appreciated. The benefit of that feeling, it your desire to come back and buy again.
Sliced Bread – A Rise in Frustration
Are you running a business or part of a marketing team challenged to differentiate yourself? Yes, you can look at digital marketing campaigns to tell your story. But another option is to find a counterintuitive way to be different from your competition.
- Find ways to give customers something to talk about. Provide a level of service that is unexpected, unanticipated, and worthy of sharing via WOM. (word of mouth) Do something your competition can’t do, won’t do, or would have a hard time copying. The gardener who after doing his regular work, brings your trash cans back from the street to your house. A small gesture of kindness – costing virtually nothing.
- Listen to customers with your heart, not just your head. Understand their emotional state and find ways to make their lives a little easier, better, or safer. Small changes, little things can matter. The restaurant owner who gives you a free dessert because you are a regular customer, and he wants to show a little appreciation.
- Surprise and the unexpected matter. Marketing can take the form of giving gifts, treats, and special services versus traditional advertising or pricing discounts. Go beyond the scope of what is expected to provide some wow. The follow up call from your dentist checking to make sure that you feel okay, the day after a tough oral surgery.
A Toast to Marketing
I’m still going to shop at Whole Foods. I’ll learn to use the damn bread slicing machine. My in-store experience will not be the same.
I’m just sad that Whole Food is disappointing me as it chips away at my loyalty – one slice at a time.
Need help with marketing insights to help you provide better customer experiences?
I can help. You can set up a time chat with me about your marketing challenges using my calendar. Our initial conver?sation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com. Let’s explore working together today.
Photo by Nathan Dumlao on Unsplash
