What is your brand’s distinctive, experiential signature? If you can’t answer, stop and figure it out before you waste money on a potpourri of CX projects that deliver no value.

The Bookstore in the small town of Lenox, Massachusetts has thrived since opening in 1966. Why haven’t they been crushed by Amazon? Part of the reason — their customer experience is completely different.

They can't win when it comes to creating an effortless, consistent experience, but they don't need to. Their shop is a beautiful space full of personality (complete with a wine bar), and their friendly, expert staff eagerly strike up conversations with customers, learning about their interests and recommending books they'll love.

Their experiential signatures — the ambience, booze, friendliness and sense of community — are sensory and social; totally distinct from Amazon's (effort and stress reduction).

What have Barnes and Noble done? Dabbled in digital; opened some cafes; launched a membership scheme and a bit of omni-channel stuff.

It’s not working because there's no focus — no distinctive, experiential signature to give customers a clear reason to shop there.

Don't make this mistake. Decide your CX signature, then hammer it home with every interaction.

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