Ocado are doing a damn fine job in creating good customer experiences, and making the experience ‘remarkable’.
The attention to detail is the thing here that is making the difference, making a good ‘experience’ from something that Tescos and Sainsburys do OK but no better. Some nice points are the division of goods up into two sets of bags, Fridge and Cupboard, and calling up to see if it is convenient to arrive early.
This is no rocket science, I hear you cry, well no, but its made me choose to stay with Ocado rather than revert back to Tescos and Sainsburys, so it has a hell of a commercial benefit if it happens throughout the country. Its not the service, stupid, its the customer experience that clinches the deal, everytime!
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[…] Well, er, technology, creative, insight, messing … And this wild stuff rates higher than labelling our grocery bags nicely. Again, I’d do wild, and occasionally do, but I’d argue that good relevant detail of customer experience makes business and that has to be a key reason to do design. I mean, if it doesn’t sell its not good design, is it? But I agree this orientation to the market does warp User-Centred Design (UCD). It can make businesses very risk averse, and use UCD defensivly to test poor designs to bland destruction. […]
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