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I walked into Courts yesterday to purchase a clothes rack. Courts is a large furniture and electronics outfit in Singapore, with branches around the island and a megastore in Tampines.

The wonders of being connected meant that I could look up their online catalog the night before to pick out what I wanted and verify stocks (to the point of even knowing that certain colours were already out of stock and will be restocked in February/March 2013). All I needed to do was to step into the store, look for the item, purchase it and out I go. Sounds simple enough.

It was a three-storey megastore, so I decided to ask the staff for directions. The staff on the second floor directed me to the ground floor “because that’s where all the accessories are”. Sounds fair, so I proceeded to the ground floor. After walking around in circles, I realized I was going nowhere and needed help again.

So I approached a boy in a black ‘Courts’ tee and relayed my question to him. After giving me a blank stare for several seconds, he admitted that he was “just a promoter” and that I had to approach a staff member in a blue tee. Those blue tees were pretty elusive to find, though. I nearly walked up to an ordinary shopper in a blue tee but common sense soon took over (he was carrying a shopping bag) to prevent potential embarrassment.

Circled the place again for nearly 5 minutes before I finally found two blue shirted staff members who were happily chatting with one another. I proceeded with my inquiry. One of them glanced at my phone (screenshot of the product), looked at me and went “no more!”

“No more?” I asked. “Seriously? Because I checked your website and it stated there is stock!”

“If you want, you go outside there and see!” He gesticulated wildly to the area outside the checkout counters. “If it’s not there then it’s sold out. No more!”

He immediately went back to chatting with his friend, totally oblivious to me gaping at him, my mouth wide open in disbelief.

This is what happens you hire staff (or salespeople) who don’t care about your business. The typical staff member will simply show up to do the bare minimum, leave on time and take their monthly paycheck. On the other hand, the engaged, dedicated staff member who believes that he plays a crucial role in the success of the company would do more.

In this case, a dedicated staff member will be able to recognize this interaction as an opportunity to retain a potential customer. He would have known that the product will be restocked in a couple of months. He would also be aware that I could have placed an advance order online and request for a self-collection at any outlet near my home. All this is not rocket science – I knew it simply by browsing their website. This information will have been relayed to me as alternatives, and the he’ll provide any necessary assistance.

This staff member on the other hand, seemed to be more interested in his bantering.

After finally confirming that the item was out of stock – seeing an empty rack with the item label – I decided to ‘test’ another staff member on their service knowledge in the hope that the guy spoke to earlier was just an anomaly. No dice either.

By then, I was completely annoyed with the lack of staff knowledge that I just decided to give up on the product altogether. Sure, it was lighter and more compact. Sure, the product was cheaper as well. But it’s no longer about the product. IKEA was just next door, and they retail products that are of equally good quality. And I haven’t had a bad experience with them yet.

So, I headed over.

The PORTIS hat and coat stand.

Now, I have myself an awesome new rack at home from IKEA. While Courts lost a customer for life.

In today’s age, the average consumer is presented with a wide range of equivalent options for a singular product, that they’ve become indifferent. Companies can no longer afford to compete based on products alone because there is a low barrier to entry for consumers to simply do a brand switcharoo anytime they want. The products are all the same anyway. It’s the experience you provide that makes you stand out.

What makes the consumer sit up and take notice is not the “average” shopping experience, but something out of the ordinary. When faced with an extraordinarily bad service, the consumer will take to bitching online (which is what I’m doing now) or spread the negative message through word of mouth. In the consumer’s mind, your company will be tied to that bad experience forever.

Conversely, when the experience is surprisingly great, word spreads equally fast. In a world where consumers are generally used to receiving bad service, it’s extremely refreshing. Even inspiring. As for me – I’d most probably be waxing lyrical about the company to anyone I meet. And yes, I will definitely return.

It is the positively memorable experiences you provide that make your customers stick to you.

It’s high time companies realized that. Especially consumer-facing ones.

Been doing a lot of thinking recently.

After having worked full-time for close to half a year, my perspectives have changed greatly. I became more aware of what I was looking for in a job, while my limitations became even more salient through my own eyes.

I always thought I was invincible. I guess my reputation of being that “excellent programmer” and “awesome team member” people generally enjoyed working with back in university stroked my ego a little too much. I generally felt there was nothing I cannot do, and if I can’t – I’ll learn it, and pick it up in a snap.

As a result, methinks I bit off a little more than I could chew when I chose to be a part of this project. Other than being generally present in the social media scene (and doing part time social-media and copywriting for almost nine months), I hardly had any marketing experience. On the other hand, the job scope involved product evangelism through multiple platforms.

Thankfully, I had my programming experience to fall back on, and I ended up doing a mix of tech engineering and marketing. People tell me that being able to do multiple things is my strength – I could write, illustrate, design, code, photograph and conceptualize ideas.

Unfortunately, being able to do too much can also spiral downwards to become a weakness – you end up specializing in nothing. Basically, the jack of all trades but the master of none.

In the second month of my involvement, I was beginning to pick up the vibes. Unfortunately, I have a pretty strong intuition when it comes to picking up signals as to whether I am doing well, or otherwise. And I really hoped I would eventually prove my intuition wrong. The vibes told me that my capabilities were far short of what was expected, and that I’d better pull up my socks.

So I did. I picked up a whole new programming framework in less than a couple of weeks, when my past programming experiences involved little or no frameworks. I read up articles online and reference books on social media and marketing strategies (and applied theories). However, I soon realized that I was constantly playing a game of ‘catch-up’. And if I was doing that, it meant it was unlikely I were to ever significantly contribute something worthwhile.

I soon began to question myself and my abilities endlessly. Here I am in a startup filled with immensely brilliant people, all experts in their own field. They specialize in what they are doing, and they know their craft inside out. Me? I may be able to do many things, but my knowledge is at most surface level.

So, what on earth am I doing here?

I briefly brought up my thoughts to some of my closest friends, who told me repeatedly to stop being silly, that I was thinking too much, and that I had a ridiculously low opinion of myself. I hoped they were right too.

Unfortunately by then, my confidence was practically crawling on the floor – although my ego prevented me from admitting it back then. I really wanted to make a worthwhile contribution, for my presence to actually make a positive difference. However, I was usually struggling to play catch and quite a few times, ended up falling flat on my face. Either because I did something wrong, or produced something that wasn’t up to expectations.

Into the third month, I was beginning to pick up vibes that told me I could possibly be in trouble. I was becoming a bit redundant, and I was surrounded by people who could easily take over individual parts of what I am doing and do it ten times better.

The situation is much worse considering how I am a highly competitive industry. So it becomes a case of may the strongest win.

A couple of times, I have had thoughts of leaving. The team needs talented people who are skilled at their craft, not someone who simply knows the basics. The team needs people they can count on to surge forward in the face of stiff competition, not someone who has to catch up with the pace all the time. I was like a little dimbulb in the presence of all the bright souls around. However, I stayed on – ego strikes again, I suppose. Because leaving would make me seem like a quitter. And I am no quitter.

But the fourth month rolled around and I was beginning to feel really redundant. I mean, I was still contributing tirelessly. But I didn’t feel particularly useful.

It then dawned on me at that point in time that my ideal job has to go more than simply doing what I enjoy doing. I have internal expectations of myself when it comes to work, and I want to exceed them. I wanted to be a part of the forces that pushes things forward, and to make revolutionizing contributions and changes.

Unfortunately, I have way too many limitations in ability.

Limitations can be overcomed – that’s what I had always believed in. However, for someone with such a large ego to be suddenly aware of her multiple limitations, it was a bit too much to handle at one go.

Eventually, the inevitable happened. I was one of the first few to go when the team decided to downsize. And I would be lying if I said I didn’t see that coming.

Again, my intuition proved itself right.

I love my team. I am extremely proud of them and how far they’ve come. As for me being a part of it, I am uncertain as to whether I should be proud of myself or not because part of me thinks I don’t deserve to be there.

I still have faith that my knowledge and ability in multiple tasks will continue to be one of my strengths. However, this strength has to be fitting with the project I choose to work in. If a project involves a team of highly talented folks that are the best of the best in their individual fields, put together while complementing each other nicely, then chances are, I won’t fit in because I’d become redundant very fast.

Meanwhile, I’d try to put my shattered confidence together and continue to broaden my horizons in the world of marketing and social media in the coming months so that I can be my usual rockin’ self in the next project I join.

I had learned a lot in the past five months though. From work habits, to enriched experiences in my different fields – I had especially learned a lot about UX through one of my team mates, not to mention how my programming ability has improved by leaps and bounds. I had also picked up countless habits for creative thinking and idea generation. Oh and yeah, humility.

I still have a long way to go though. One can never be good enough. But I hope to get there.

And I hope the next round, my intuition will be telling me a different story.