Digital customer experience bleeding over into the real world

In a recent post, I talked about how no matter where users are online, they expect a level of experience that is equal to the best experience they have had online. I call it the Transference of Expectation.

I have a theory that the expectation is bleeding over into the real world.

Uber impatience

Instant access online has heightened our impatience. I was at a Target recently, waiting to check out. A sudden surge of us shoppers hit the checkout lanes at the same time. The store scrambled to call another cashier to the front. People grumbled.

One guy was particularly vocal about the wait. The funny thing is that I passed this guy in the store as he was wandering leisurely up and down the aisles. He didn't seem to be in any hurry. Until it was time to check out.

All of this is compounded by the fact that we all have devices in our pockets that give us instant access to information, tools, and each other. So standing around and waiting starts to feel like an unthinkable inconvenience. So much so that we'll get on Yelp and let the world know. And is it just me, or has Yelp become a threat? "They better get their act together here or I'm going to Yelp this!"

The new normal

Things aren't slowing down. Our customer experience expectations won't regress. With networks getting better and better, maybe new solutions will emerge that address our new expectations. Maybe we're starting to see that with iBeacons.

I'm not convinced that the virtual world and the real world will seamlessly meld in the near future. But the expectation that the virtual world sets is here today.

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