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Balance business decisions with customer experience 

 November 25, 2014

By  Debbie Nicol

When business is ‘en motion’, do we as business leaders always ensure the motion is positive and forwards, and if so, from which perspective?

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When business is ‘en motion’, do we as business leaders always ensure the motion is positive and forwards, and if so, from which perspective?

One leading sports retailer recently expanded, increasing its outlets in major regional malls with an additional two stores. An excited customer entered one of the new stores closer to his home, to purchase an item recently viewed in one of the existing stores. As a result of the item being out of stock, the normal customer assumptions prevailed….simply bring one from the other store and let me know when it arrives.

  • Those basic assumptions produced a plethora of insight for the customer:
  • This store is franchised This store does not carry the same brands
  • This store does not work with the other stores of the same brand name
  • This store uses a completely different inventory and system

Yet this store carries the same brand name!

Nothing is right or wrong in business but rather different consequences. The customer experience clearly had not been considered through the expansion process, and the loss of custom was an emerging consequence. This begs the question: what had been the motivation behind the major high street retailer to franchise? The customer can only believe that this increased scalability of brand exposure was for financial gain, yet unfortunately it also seems to have been at the expense of the customer experience.

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When business is ‘en motion’, do we as business leaders always ensure the motion is positive and forwards for all parties?

Debbie Nicol, Managing Director of Dubai-based ‘business en motion’, and creator and author of the ‘embers of the world’ series, is passionate about change. She works with both traditional and contemporary toolkits that move businesses and executive leaders ahead, whilst working on leader and organizational development, strategic change and corporate cultures.

Balance business decisions with customer experience

Debbie Nicol


Debbie is tenacious, resilient, can break complexity and ambiguity into concrete simplicity, eats the stage, loves to challenge, Author.
Debbie is a Change Practitioner, Facilitator, Conceptualizer, Design Capability, Asks the right questions, Builds Customized Solutions, Life's Mirror

Debbie Nicol

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