For Customer Experience Professionals

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	November 22, 2006 The Out-Of-Box Experience: Digital Cameras Focus On Customers' Point Of Value, Not On The Point Of Sale by Bruce D. Temkin with Vidya L. Drego, Adele Sage, Steven Geller

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Executive Summary

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.

TABLE OF CONTENTS

• What Is The Out-Of-Box Experience?
• The Out-Of-Box Experience For Online Purchases Of Digital Cameras

WHAT IT MEANS

• It's Time To Obsess About Customer Value Points
• Related Research Documents

This is an excerpt

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