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John Clifford

Very interesting article and one that I can substantiate based upon owning a retail business for almost ten years... what the customer wants and what the customer SAYS he wants are two different things.

I have one nit to pick, however. That single-location furniture store that has $200M in annual sales? That's at least $550k per day, every day of the year, including everything but Christmas Day and New Year's Day. Hmmm... half-a-mil' in sales each and every day is $40k per hour in sales for a 12-hour day. That's $800 in sales every single minute. We're talking 30 Ethan Allen-category couches an hour, or 20 expensive dining room tables in that same hour. The local Costco here doesn't do that kind of business. Neither does the 12-aisle grocery store.

I'm not buying it.

Frank Ferrao

Hey Steve Ray,

your book is a booklet and the rest is a CD, why dont u sell the booklet as a pdf and the audio as a download for ipod.. or just put it on audible.com

imagination in marketing hmmm intersting idea.


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  • Welcome to the blog called Touch Points. We all have good and bad Customer experience stories that have happened to us when we have shopped or dealt with companies around the world. This blog is for you and me to learn what it might take to improve customer service. You are invited to submit stories that will hopefully lead us on a journey together. The destination is known but the map hasn’t been drawn to get us there yet. We are the explorers who will chart this course that will help us and others improve the touch points in their businesses. So put on your loosest, most comfortable travelling clothes, because here we go. Enjoy the trip!

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