{"id":56810,"date":"2024-02-14T06:00:52","date_gmt":"2024-02-14T06:00:52","guid":{"rendered":"https:\/\/hyken.com\/?p=56810"},"modified":"2024-05-08T19:57:57","modified_gmt":"2024-05-08T19:57:57","slug":"ford-versus-ferrari-lesson-in-customer-experience","status":"publish","type":"post","link":"https:\/\/hyken.com\/customer-service-strategies\/ford-versus-ferrari-lesson-in-customer-experience\/","title":{"rendered":"Ford Versus Ferrari: A Lesson in Customer Experience\u202f"},"content":{"rendered":"\"FunctionalityFunctionality versus customer experience: Do they belong together? Yes! And here\u2019s a story to make the point:\u202f<\/span>\u00a0<\/span>\r\n\r\nTwo guys are buying new cars. One buys a Ford EcoSport, and the other buys a Ferrari Roma. The Ford costs about $25,000. The Ferrari costs about $250,000 \u2013 10 times more!<\/span>\u00a0<\/span>\r\n\r\nBoth guys live in the same neighborhood. They both drive downtown to work. They use their cars for the same reason: daily transportation. Both vehicles go back and forth to work without any problems. And because of the speed limit, both take about the same amount of time to do so. And both dealerships \u2013 Ford and Ferrari \u2013 provide stellar customer service. So, why would one pay 10 times more for something that does the same thing?<\/span>\u00a0<\/span>\r\n\r\nThe answer is simple. While both may appreciate a good customer experience, one wants a different product experience. \u202f<\/span>\u00a0<\/span>\r\n\r\nHere\u2019s another example. The Ritz-Carlton is obviously a fancier hotel than the Comfort Inn. Both brands offer the same functionality \u2013 a room with a bed, TV, bathroom, etc. However, if you want a bigger room, marble floors in the bathroom, and fluffier towels, then the Ritz is perfect for you. And just like buying a Ferrari, you\u2019ll pay more for a room at the Ritz-Carlton than you will for a room at the Comfort Inn.<\/span>\u00a0<\/span>\r\n\r\nThe examples of Ford versus Ferrari and the Ritz-Carlton versus Comfort Inn illustrate a fundamental truth about customer experience: It transcends the boundaries of price and product category. While the two cars serve the same function of transportation, the choice between them isn\u2019t about getting from point A to point B. It\u2019s about how one feels on the journey. Similarly, a stay at the Ritz-Carlton<\/a> versus the Comfort Inn isn\u2019t solely about a place to sleep. It\u2019s about the quality of the experience between the walls when the guest is awake.<\/span>\u00a0<\/span>\r\n\r\nThe point is that functionality and customer experience are not mutually exclusive but are, in fact, very connected. The value of an exceptional customer experience cannot be understated, regardless of the product\u2019s price tag. Whether the customer drives a $25,000 Ford or a $250,000 Ferrari, if they are treated poorly, they aren\u2019t coming back.<\/span>\u00a0<\/span>\r\n\r\nRegardless of what store you go to, what hotel you stay at, what airline you fly, and what car dealership you do business with, it\u2019s not about the grandeur or the glamour. It\u2019s about how businesses make us feel. All customers should be treated equally, with respect and dignity.<\/span>\r\n\r\n