Good Isn’t Good Enough

Anna Farmery of The Engaging Brand asked a good question on Twitter today, "Why do companies think customer service, delivering what the customer expects,and  quality are brand differentiators for customers?

She’s right, you know.  In today’s world, good service and quality products are a given.  Unless you have a monopoly (utilities, for example) a company won’t survive long giving bad service or delivering a shoddy product.  So why do some companies think that good products and service make them stand out? 

When I can buy a book at three in the morning in my pajamas from Amazon.com for a lower price than my local book store charges, that book store better have a darned good reason for me to shop there.  Having the book in stock and smiling at me while you take my money won’t cut it.

This post is short for a reason.  Spend a few minutes, right now before you do anything else asking yourself "What makes my store different?  Why should anyone spend their hard-earned money here as opposed to somewhere else?"  It could be the most valuable time you’ll ever spend.  If you can’t come up with a good answer, you’ve got some serious work to do.

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