Tuesday, February 24, 2015

The Extra Mile or The Last Mile?

Image courtesy of S.O.O.C



Let's start with some definitions.


What about "the last mile?" This is a phrase mentioned much less often in our world; hence, my question, is it as important as the extra mile? According to Investopedia, the last mile is: a phrase used in the telecommunications and technology industries to describe the technologies and processes used to connect the end customer to a communications network. I suppose I'll equate this to doing it right, getting it there. Or quite simply, delivering at the moment of fulfillment, as in, making sure customers get what they expected to get. So, in the telecom industry example, the phone lines come into my home, and I can make and receive calls. There's no delight there. It works; it just does what it's supposed to do. I'm happy.

Do you see my dilemma?

There are those who argue that companies don't need to put forth the extra effort - or go the extra mile - to delight, that they should simply spend more time just getting things right. In the HBR article, Stop Trying to Delight Customers, the authors state:


Does that then support focusing on the last mile?

Forrester has stated that there are three requirements of a great customer experience; it must be...
  • enjoyable
  • easy
  • effective
So, it's enjoyable; customer effort is low; and it meets your needs.


I have to draw some parallels to my first/last impression post, in which I said: You won't get one without the other. There won't be a last impression if you don't get the first impression right. You know what you need to do.

Which is most important? Well, I think you can't have one without the other. You can't go the extra mile if you haven't completed the last mile.

You know what you need to do.



  1. Hi Annette,
    For me, it's simple....completing the last mile first time and every time gives you the opportunity to go the extra mile. So, I guess I agree with you :)


  2. I'm with Adrian

    For most organisations getting the last mile right would be a fabulous achievement. First things first.

    1. Sadly, this alone is a challenge for too many.

  3. Here is another way to look at it....I'd suggest that going the extra mile is more important than the last mile as client's expectations and needs change so rapidly and frequently that there is no defined last mile. You have to go the extra mile to stay in lock step with your client as the project/engagement evolves. It's kind of an agile way of looking at your "miles".

    1. Ah, interesting perspective, Eric. I agree that expectations change rapidly. I like the agile approach... thanks for your thoughts on this.

  4. I think having to go the last mile is a given. Without that a business can't really survive. Going the last mile will result in satisfied customers. However going the extra mile is what leads to customer delight and longer lasting relationships, in my opinion.

  5. I think it's about doing both. As long as you continue to do it and work with your customers. It's about working together and both looking for that long term benefit. You work hard to Attract, Engage, Choose, Commit and Retain customers - I've likened it to being married - In fact I'm on a 25 year retention plan with Mrs H at the moment!

    I think describing it this way for some helps grasp the conext of the customer journey and how mapping it out is so important.

    There's a bit on our website about it http://www.wrightsmarketing.co.uk/blog/relationship.html

    1. Thanks, Mike... and congrats on the 25 years! Thanks for sharing that post, as well.