Striking the Balance: Efficiency vs. Engagement in Customer Experiences


Hatched by Glasp

Sep 18, 2023

3 min read


Striking the Balance: Efficiency vs. Engagement in Customer Experiences


In today's digital age, the concept of decentralization has gained significant traction, with blockchain technology leading the way. The advent of DeSo, the first blockchain custom built for social applications, marks a shift in power dynamics, empowering users with control over their data and fostering collaborative social innovation. On the other hand, businesses often prioritize efficiency in their customer experiences, but fail to realize that efficiency alone does not guarantee engagement. This article explores the importance of striking a balance between efficiency and engagement, highlighting the lessons learned from companies like Starbucks and Costco.

Decentralized Social Applications: Empowering Users and Fostering Innovation

DeSo, the revolutionary blockchain platform, challenges the status quo by allowing anyone to build competitive social apps without the need for massive data hoarding. By storing data publicly accessible on the blockchain, DeSo returns the power of choice to the users themselves. This decentralized approach paves the way for a new generation of collaboratively built applications, fostering social innovation and inclusivity.

Efficiency vs. Engagement: The Starbucks Story

Starbucks, a global coffee giant, provides a compelling example of the delicate balance between efficiency and engagement. In an effort to streamline operations, the company introduced automated espresso machines that significantly reduced the time required to prepare drinks. However, this efficiency came at the cost of personal interaction between baristas and customers. Recognizing the importance of maintaining the "romance and theater" of the Starbucks experience, CEO Howard Schultz made the bold decision to replace all 20,000 espresso machines with taller ones, ensuring that baristas could maintain eye contact with customers. This move exemplifies the understanding that a truly engaging customer experience goes beyond mere efficiency.

The Costco Experience: Cultivating Customer Loyalty

Costco, a warehouse club retailer, takes a different approach to customer experience. While efficiency is not their primary focus, they create a unique shopping experience centered around discovery and surprise. The thrill of navigating through aisles and stumbling upon unexpected bargains creates a sense of excitement for customers, leading to what is affectionately known as the "Costco haul." Despite the often time-consuming nature of shopping at Costco, their brand experience fosters intense customer loyalty. This demonstrates that engagement and emotional resonance can outweigh the need for streamlined processes.

Striking the Balance: The Key to Success

Efficiency and engagement are not mutually exclusive; in fact, a harmonious blend of both is crucial for success. Businesses must understand the true value customers derive from their products and services, not only on a rational level but also emotionally. By aligning the customer experience with this value proposition, companies can create memorable experiences that resonate deeply with their target audience.

Actionable Advice:

  • 1. Conduct customer research: Gain a comprehensive understanding of your customers' desires, preferences, and emotional connections to your brand. This knowledge will inform the design of an engaging customer experience.
  • 2. Embrace personalization: Tailor your offerings and interactions to meet individual customer needs. Personalized experiences foster a sense of connection and increase engagement.
  • 3. Continuously iterate and improve: Regularly seek feedback from customers and make iterative improvements to your customer experience. Embrace a mindset of constant learning and adaptation to stay ahead of evolving expectations.


Efficiency and engagement are two sides of the same coin when it comes to customer experiences. DeSo's decentralized social applications empower users and foster collaboration, while Starbucks and Costco exemplify the importance of finding the right balance between efficiency and engagement. By understanding customer value propositions and infusing experiences with emotionally resonant elements, businesses can create exceptional customer experiences that drive loyalty and long-term success.

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