Crafting the Customer Experience For People Not Like You: How to Delight and Engage the Customers Your Competitors Don't Understand

PROVIDE ADVICE, NOT JUST INFORMATION

There is more information out there nowadays on any subject, at any time, than you could humanly process in 10 lifetimes. And this is true for all of us, not just women. The Internet has brought to your fingertips the entire universe of what’s known. And although there is no denying how great and convenient that is, it’s also tremendously overwhelming. Type “baby safety” into a search engine, and you’ll get more than half a million responses. There is more information available than we can ever sift through or process. So we need a trusted guide, an interpreter, someone who can take all the information and distill down for us just what we really need to know.

The Pump Station & Nurtury is a breast-feeding resource center and baby boutique in Santa Monica, California, that’s co-owned by lactation consultants Wendy Haldeman and Corky Harvey, both of whom are registered nurses specializing in maternal and newborn health. It is a successful business by any measure, but especially when you consider that they compete with vast entities such as Target, Babies “R” Us, and online retailers like Diapers.com. The Pump Station survives by offering a service that is not in danger of being taken over by the big retailers anytime soon: assistance and education for nursing mothers. They hold a monthly breast-feeding class that is consistently sold out. And they provide unbiased perspective on what new moms and dads really need to care for their baby.

A recent ...