Old vs New. . .You make the call

Just this past June Wal-Mart unveiled this new logo as part of its "re-branding campaign". Now why am I writing about this now vs. 5 months ago? 2 reasons:

1. When I first read about it paid little attention and blew it off.

2. I Came across an article last night and saw how it confirmed the ideas I spoke about in my last post - business is about people (not logo re-designs - only). So I thought it was a good time to write a little somethin' about it.

There is one phrase and one phrase only that any consultant, startup, or established company should ever really focus on. That's "the customer experience". Now don't get me wrong. Manufacturing is important, prices are important, management is important, etc. But if you have the greatest backend system on the planet, but the way your customers experience your products or services is lacking you might as well pack up the office or store and go home. Especially in today's environment where competition is more fierce than ever.  Think about  it like this - If you can figure out and come to know what your customers truly like there is a high probability that your solutions will force you to think comprehensively about your whole business model; from A to Z.

Now here is a quote from the Business Week article I came across:

In general, corporations change their logos when prompted by the marketplace, be it increased competition or an economic downturn. Such redesigns are more than just prettying up an outdated logo. As Frere-Jones points out, the investment is significant (Wal-Mart wouldn't reveal details of the cost of the redesign). "Given the complexity of the company, this is a major financial undertaking. It affects manufacturing processes, fronts of stores, package design…all of which has to accommodate the new imagery and fonts."

Now nowhere above did it say that this was done to improve customer service, customer relations or the customer experience. . . hmmmm I wonder why? Isn't it the customers' hard earned money that they spend that generates revenue and profits and enables Wal-Mart to even be a company?

Wal-Marts CEO H. Lee Scott doesn't get it and neither does Frere-Jones.  Business is about people. Give them great/stellar service, make them feel like kings and queens, provide something they want and value and everything else will fall into place. If customer's don't like you, they may stay awhile because there are no other choices but when something better comes along (and it will) they will leave you.  And Wal-Mart should pay close attention as their customer approval ratings are steadily declining.

For whatever reasons so many companies can't seem to get it.  And if there are any companies out there that are listening, this is for you. . . .

THE CUSTOMER EXPERIENCE. THE CUSTOMER EXPERIENCE. THE CUSTOMER EXPERIENCE.