Until recently I began my day with a trip to my local coffee shop. The friendly staff knew my order and we’d exchange pleasantries — a nice part of my morning routine.

Then they encouraged me to use their app. I could order ahead with two taps, store my favorites, and there were loyalty discounts too.

I downloaded it and placed an order the next day. And the next. And the next. I never saw the staff again. My drink was always waiting for me outside in the collection area.

The shop had become a vending machine, and I began to think of it as such. “Why do I walk 2 blocks to pick up coffee I could make at home?” I thought. I went from paying full price every day, to paying less through the app, to not paying at all.

Three lessons from my little parable:

1. Value is always relative, and when the basis for comparison changes, so does the perception of worth.

2. Every offering consists of multiple benefits and costs — you need to know which matters most. Reducing friction at the expense of human interactions that build relationships can erode value.

3. Great CX begins with a clear understanding of the brand, not the customer. Give your customers what they think they want and you'll just end up making things easier, cheaper and more like the competition.

#customerexperience

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