It should have been a very simple process of buying my exercise gear. I knew exactly what I wanted, put it in the online cart and hit the checkout button like I had done many times before. All of my information was already there, so it should have processed and sent me a receipt.
But that’s not what happened. Instead, I was taken to a screen asking me to set up Apple pay. After spending time with the person at the other end of the online chat, I was told that for all Apple devices, customers are routed to set up Apple pay. The only way around it is to download another browser, and use that browser to complete the transaction. You know this brand and probably have it in your closet. They don’t need to make it that hard to buy from them.
It is a good lesson in how a likely partnership with another company has made it harder to do business with customers. Have you unintentionally set up processes that make it harder to do business with you? It is a good time to look at your end to end customer experience and get rid of anything that makes it harder to do business with you. You’ll be glad you did!