What Wile E. Coyote Can Teach Us About Customer Experience
Wile E. Coyote famously never achieved a life-long goal of catching and eating the crafty and elusive Road Runner. A decided exception to the rule of customer experience, Wile E. fell victim countless times to the faulty equipment continually supplied to him by ACME.
Typically, in a situation such as this, whereby a consistently disappointed customer never receives value for money or even compensation for his or her purchases, that customer would simply take their business elsewhere.
Let down time and time again by ACME, Wile E. continued to buy their products, with seemingly infinite levels of faith that it would work this time. Despite receiving countless injuries incurred by faulty catapults, cranes and explosive equipment, the Coyote kept coming back for more.
It is not possible to say how much ACME made off this unsuspecting customer in profits, but it is likely to be 100% more than any company operating in the real world in the twenty-first century. In any other situation, this firm should not have been so complacent as to continually disappoint such a loyal customer. Taking advantage of Coyote’s loyal custom, among other things, the company was able to capitalise on situations that it should have taken more seriously for the following reasons.
Here is a list of reasons that Wile E. Coyote is the exception to the rule when it comes to customer experience, allowing ACME to nearly get away with murder (on more than a few occasions).
Wile E. Coyote is in the desert
Presumably limited to just one supplier of explosives and contraptions, Coyote had no other choice but to return to ACME again and again in his pursuit of dinner. This customer was supplied with lightning with which to strike down the Road Runner.
At first, this product seemed promising, pursuing the intended target across valleys and canyons, until, for apparently no reason at all, it changed targets and headed for Coyote himself, who was subsequently frazzled and in pain. Such a failure on behalf of this company to deliver on its promises was possible because Coyote lives in the desert and has no other choice but to continue to buy shoddy merchandise from the same company.
Your customers, however, are in the happy position of having an array of options open to them, both online and on the high street, as they don’t live in the desert. They therefore can expect quick and painless deliveries of high quality goods from other providers, should you fail to do so.
Wile E. Coyote is desperate
His consistent failures and misfortunes have rendered the coyote desperate to achieve what becomes every day, a less attainable goal. Starved of food, Wile E. likely lacked the energy and the motivation to seek out another supplier, even if there was one in the middle of the desert.
While Coyote struggles on in desperation to purchase more and more outlandish contraptions with which to catch the Road Runner, your customers can browse the market at their leisure. They might be desperate to get their hands on a product by a certain time, but they have options available to them that Wile E. could only dream of.
Wile E. Coyote doesn’t have social media
Faced with a company which clearly has no product evaluation processes in place, Wile E. Coyote might have taken to social media to express his woes. On numerous occasions he could have capitalised on the opportunity to upload incriminating selfies (such as the harrowing piece of evidence shown below), demonstrating ACME’s blatant disregard for his own health and safety.
The online community would be up in arms about this irresponsible and extortionate mis-selling by ACME to desperate and desolate customers. Especially one who has been so loyal to the brand. ACME would have at least been forced to concede a refund to the Coyote in order to salvage their reputation, had social media been involved.
Fortunately, your clients and customers are wired up to their smartphones and laptops 24 hours a day. They are in a position of power when it comes to your brand’s reputation, acting either as your biggest fan and giving you free advertising, or as your worst nightmare, letting their followers know about the terrible service they received or the faulty items you continue to provide without apology.
Wile E. Coyote is the exception to the rule
When it comes to customer experience, you have to take care of your customers, because to engender any sense of loyalty for your brand, you need to give your customers what they want. This not only includes supplying a consistently good product or service, but ensuring that when it does go wrong, you do your best to fix the problem.
Unlike the unfortunate Coyote, your customers won’t continue to be loyal to a company so apathetic as to take no action when things don’t go according to plan. Treat your customers with respect and ensure long-lasting relationships that continue to benefit both you and your clients.