Why the Customer Experience Matters in Retail Banking, Pharmacies and Other ‘Captive Customer’ Situations

How can the retail customer experience matter when your customers are locked into buying from you? To get the answer, we need to back up a step or two: When you're a retailer, there are two possible commercial relationships you can have with your customers:

Scenario 1: Your customer has no actual need to buy what you're selling (although she may buy it anyway). Scenario one is your retail reality when you're selling: