Customer Experience: the Most Important “P” in the Marketing Mix

“The best location we get is right next to a McDonald’s. We can compete with them because we do it better.” —Truett Cathy, founder of Chick-fil-A

Forget product, the customer experience is now the fourth “P” in the marketing mix. Too much focus on the product will surely result in failure in today’s marketplace.

Let’s compare chicken giants KFC and Chick-fil-A. KFC is a very product-centric brand who focuses primarily on innovating chicken products (Kentucky Grilled Chicken, Double Down) Contrast this approach with Chick-fil-A who is very experience-centric and directs their focus to innovating the customer’s experience.

Now, don’t get me wrong, the product is still a critical element to your brand. A poor quality will result in poor brand performance. But here’s the thing, today’s consumers automatically expect you to have a good product. (known as the Chocolate Problem)

I think that most people would agree that KFC and Chick-fil-A both offer a comparable product. So how is it that Chick-fil-A’s sales are soaring and KFC’s are falling? The customer experience.

*Technomic estimate

Your brand is not your logo, your tagline, or your product…it’s the experience you give to customers. Chick-fil-A has understood this concept from its beginning. Here’s some of the ways they offer a one of a kind experience.

» Courtesy is cheap: After placing an order, you’ll never hear the typical fast food “Thanks” or “Come back again”. Chick-fil-A employees always respond “My pleasure.” It’s the sort of service you expect to receive at a much fancier establishment, like the Ritz Carlton, which is where owner Truett Cathy got the idea.

» Walk the Talk: It’s one thing to say you offer great customer service, it’s another to back up the talk. Every year the chain spends over $1 million to evaluate its service with focus groups and customer surveys. Each location receives a detailed report of what they’re doing right and what needs improvement.

» Invest in the community and they will invest in you: Every Chick-fil-A chain becomes intertwined with the local community. They support local schools, churches, and organizations (boy scouts, little league) with “Spirit Nights” where a portion of the proceeds go to the organizations. They are big on community service and also offer scholarships.

Anybody can sell chicken, but Chick-fil-A has created something that can’t be copied…an experience. Such focus has led to phenomenal results; restaurants gross an average $3 million, more than the average McDonald’s. Oh yeah, and that’s with a shorter week, as its restaurants are closed on Sundays.