Latest / Morning Joe with Gibrón / Your Customer Is Secret Shopping You, The Experience Starts in the Parking Lot

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Your Customer Is Secret Shopping You, The Experience Starts in the Parking Lot · Morning Joe with Gibrón

• 0:00
  [upbeat music] Oh, we got a good one today.
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  We paid a little visit,
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  and we're gonna take you on a ride.
• 0:10
  Step in
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  to the live secret shop
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  at one of America's biggest
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  retail convenience stores. [machine whirring] "Morning Joe with
• 0:23
  Gibran,"
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  7-Eleven.
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  [plastic rustling] You
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  know, every time you, uh...
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  Business owner, your, your business is being audited
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  by the customer every time they,
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  every time they, uh,
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  pay you a visit. Your business is really up for an audition.
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  Uh, yeah, they've been there before, but they've gotta make sure it's consistent,
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  you know?
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  They wanna make sure it's consistent.
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  They wanna make sure, uh,
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  you know, e- maybe even some of the personnel they like working with when they
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  go.
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  You know, so you're,
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  you're being audited. You know, is the floor clean?
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  You know?
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  It's amazing.
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  Uh,
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  you know, you can
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  go to a business every day and not
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  pay attention. You know, you're trying to go in and buy your stuff, whatever you're
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  trying to buy,
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  but, uh,
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  there's probably debris on the ground. Or maybe there, there isn't, and that's why
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  you continue to go there.
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  But, uh,
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  but make sure you walk the perimeter of your business.
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  You know? Small place,
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  walk the perimeter every day, couple of times a day, depending on the amount of
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  traffic you have. [beeping] You hear that? That's, uh, 7-Eleven's, uh,
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  radio.
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  I think it's, uh, critical that you have some type of sound
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  going on. Music would be great, but I don't know.
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  Maybe you just have, uh,
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  music and commercials.
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  But,
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  uh, I'm looking for that now. Oh, here we go.
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  Every location is a little bit different, you know?
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  Let me see what we got for, uh, grande
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  Colombian coffee. Let's see what we've got.
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  Get the register here right quick.
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  -[bag rustling] Oh, look. -You got,
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  have a green packet there. The green, behind the green. Behind the green packet.
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  -Yeah. Let me get a red one, though. -Red, red, red?
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  Yeah. The green one was not the red. I got the green one.
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  Get a red one.
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  Thank
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  you.
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  Yeah. . Appreciate it. Thank
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  -you. -Can you do
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  some
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  -? [beeping] . -Anyway, so we'll see what we got going
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  here.
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  [thud] Let's go. [beeping] So, grande? [beeping]
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  -Large. -Large?
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  [beeping] How much you say?
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  2.59.
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  [beeping]
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  -[machine beeping] Thank you. -Okay. Thank you very much. Have a good
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  day.
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  So anyway, you know, your experience,
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  uh,
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  you know, [wind blowing] some people don't know, some people don't care.
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  You know,
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  if you wanna be detailed,
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  or if you wanna
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  increase your brand's appearance, the beauty is in the details. You know, that
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  experience wasn't the greatest.
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  Uh, you know, the guy was, uh, you know...
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  Gave a salutation there, "Have a great day," you know, "Have a good day."
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  Nothing. Dry.
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  You know, so this is what I leave with
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  when I go. I leave with this dry, "Okay, well..." A lot of people may not care, but
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  experience matters.
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  I- if experience matters, I know, uh,
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  what was it? Uh,
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  Kinko's, they used to have, uh, "Express Yourself."
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  You know, that was their slogan at the time, "Express Yourself."
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  So, you know, it's all about experience. [door closing] It's all about experience.
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  You go back because of the experience. [chuckles] You have a bad experience...
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  So, you know, it, it may be...
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  I- I'll come back here, 7-Eleven,
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  uh, because it's convenient,
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  uh, but it's not the one I normally go to. I, I came here to see what the experience
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  would be.
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  Uh,
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  wrote an article about 7-Eleven and their, um,
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  transition to these evolving stores, um,
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  and the, the, the 7NOW. And this, this particular location, I'm gonna take a
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  picture. It...
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  Unfortunately, you know, it, it, it seems a little dry, I would say.
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  You know, uh,
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  for such a premier location,
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  it doesn't mock,
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  uh,
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  the 7NOW,
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  uh, experience that
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  you see in Dallas, uh, that I've seen in Dallas. Maybe that's maybe because the,
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  uh, well, the corporate office is over there in Dallas. Uh, this is Austin. So
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  we'll see. Uh, we're touring the country,
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  um,
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  to find out, uh,
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  what c- type of experience some of the largest brands
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  are, uh,
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  putting out
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  so that we can then, you know, share that information with smaller companies and
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  some of those things they can mimic
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  maybe and borrow from. Because if you don't get to see it, who's doing your R&D?
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  Who's doing your research and development? You've gotta have it as a
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  business, you know? Uh, think about the NFL. They have, what? Scouts. Baseball,
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  scouts. Hockey, scouts. High school, college, scouts.
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  Your business needs a scout.
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  Okay?
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  Anyway, so it's all about experience. If I had to grade this experience, eh,
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  could've been better.
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  I would say it's, it, it could be average.
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  Uh, but we'll see, uh, see what happens. We may revisit again just to, [chuckles]
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  you know, uh,
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  blind study,
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  uh, to see, uh, if anything changes. It's, it's,
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  it's early in the morning. Uh, it's not that early, but it's, uh, let's see, 9:30
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  AM.
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  Stocking shelves, you know, customers are
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  few at a time.
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  -Anyway, uh, this is- -[upbeat music] Reflecting on this digital
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  -dance- -... Jacaso with "Morning Joe with Gibran."
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  The logic hums a quiet tune.
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  -We'll talk to you next time. -Underneath this digital moon. Chasing down
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  a ghost inside the frame. Whispering a query by its name. Polished loops for
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  radio waves. The silent beauty that it saves.