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

In retail scenario two, since the customer has to buy from you, the experience isn't, commercially speaking, everything. For this reason, it's often neglected. Your customer has to pick up her prescription; whether you're nice to her or not is irrelevant.

So, be happy for whatever successful moves have landed you in a situation where the customer is required to buy your product (picking the right corner to locate your pharmacy, for example). But don't stop there. A captive customer can quickly become a rebellious customer. Instead of resting on your commercial laurels, consider your customer's need, her captive-customer status, as your retail jumping-off place.