Imagine, if you will, that love is in the air, and you’re looking for a gift for that special someone in your life. Not just any gift, mind you—this is a particularly special occasion—you need a gift that shows your true love and devotion.
Your heart aflutter, you drive over to the local mall (I dunno, maybe you have a nostalgia for shopping in the 90s), don your mask, and walk into the first jewelry store you pass. There are so many choices, it’s hard to know where to start. A man in an ill-fitting blazer finishes his lunch, watching sports on his phone.
“Excuse me,” you interrupt him. “I’m wondering if you could show me a few items in this case.”
He grunts and walks over. “Of course, what’s your budget?” You’re not quite ready to talk dollars and cents, so you deflect. “Um, I’m not really… well… I was just wondering if I could look at these two pieces?” After making an annoyed sigh, he pulls out the two pieces and sets them on the glass.
The pieces aren’t really what you’re looking for. When the associate pulls out a few more pieces for you to look at, he hands you a brochure on “Cut, Clarity, and Carat.” Forcing a smile, you take a quick glance at the jewelry on the case and then turn to leave the store.
What happened? The jeweler failed to recognize a key touchpoint in your journey as a customer. When you first walked in, you weren’t ready to talk price or even start evaluating products. Whether you were aware of it or not, the first thing you were looking for was someone to validate your decision to buy jewelry in the first place. Failing to identify and prioritize key touchpoints can lead to disjointed experiences, lost sales, and angry customers.