Amazing Customer Experience:
I purchased from one small company in the floral industry who made an effort to engage with the local community, took the time to learn about their customers, leveraged their social media consistently to keep customers informed of new availability and held pop ups each weekend and on major holidays making going to their shop easy, reduced any barriers to access the product, and increase demand during days and times other vendors would normally be shut down. This drove so many individuals over time to purchase from this vendor that they eventually began collaborating with other vendors and scaling weekly or holiday pop ups, and eventually go to a point where everyone was so interested in their products and services that they had to completely change how they operated to keep up with the demand and have become incredibly profitable and succesful since!
Poor Customer Experience
On the other side of things, I worked with one small company in the fitness industry who started out being very consistent with their product, service level and support, and they were highly customer centric. They then shifed their services completely virtual, but did not invest in the proper tools to scale it or support it in this new format. This resulted in customers unable to access the products or services, having consistent log in issues or complete inability to access their online material, and the seller becoming unreliable and detached to their customers. The business dwindled and eventually shut down because of lack of investment (force) and negative friction that impacted customer experience.