Let’s say there are two stores. Both of them sell exactly the same products at exactly the same price. They both offer the same kinds of warranties and have the comparable return policies. Given this, there should be no difference whether a customer chooses to buy from Store A or from Store B.

Imagine, however, that Store A leaves its interior in its most basic shape, has a single service counter, and the employee is sitting in the corner playing a game of Minesweeper. On the other hand, Store B has spent some money to make for a more inviting environment, it has product displays out on the floor, and at least one employee greets each and every customer who walks through the door.

Which store would you prefer? There is absolutely something to be said about investing in the customer experience. There is a reason why more people are likely to visit an Apple Store to buy a new MacBook or iPhone than they are to go to another major retailer. They expect a certain level of customer service and attention. They expect to be treated well.

This doesn’t have to cost a lot of money. Simply saying hello to every customer as he or she walks through the door can make a world of difference. This way, the customer isn’t left wondering which way to go or who to ask for help. You approach them. You ask what they’d like and how you can help to fulfill those needs. That is investing in the customer experience.