Executive Summary (This is a document excerpt)

We examined the out-of-box experience for three different digital cameras (Canon, Casio, and Pentax), which we purchased online from three different retailers (Best Buy, RadioShack, and Wal-Mart). Our evaluation covers the time frame from when a customer receives a package until she successfully uses the product. We found many flaws in these experiences. The most serious issues were with Wal-Mart's shipping package, RadioShack's packing slip, and Pentax's product documentation. A key lesson: Customer experience doesn't end when a customer buys a product or service. That's why all types of firms — including wireless carriers, banks, and insurers — need to obsess about the point where customers get value.

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