Without intervention on your part, competition will intensify, and sales and profits will atrophy. Yet there are still tremendous opportunities for those who are connected to their customers and understand how to add value in their eyes. Value can be added by making core products more convenient, refining systems and procedures, improving service quality, or improving the design of your facilities. The next section will offer more specific suggestion. Sucessfully delivering the products and services the customers come in for, even the new ones, will not make us heroes on campus.
Customers expect it.
After all, that's what campus stores were created to do. The greatest opportunity for outstanding business performance today involves consciously seeking to do more than customers expect. It is this legendary experience that can differentiate your store from all others in the minds of customers. Exceeding expectations requires that we first understand what customers value, and then set about to deliver more of it. Four such elements are convenience, design, systems, and service.