I recently ordered some extra memory for my old notebook computer (if only it was that easy to enhance my own memory!), and it arrived neatly packed in this box. The memory chip was in the usual anti-static plastic, and tucked into one of the slots you see in the little cardboard insert. Nice.

But it’s just a box, you say? Not so fast! Look again. That slotted cardboard insert represents something that may be easy to overlook.

Although the box is only about 5 inches from end to end, it’s considerably bigger than the memory chips that were packed inside. Now, the vendor could have simply placed the memory in the box loose. Not a problem, really – the chips are very lightweight and in their plastic packaging would have survived with no problem. I’ve gotten such shipments before, and while there may have been a little rattling around, it’s no big deal. On the other hand, they could have wrapped the chips in paper and stuffed that into the box. Again, a simple solution, and with problems whatsoever. Happens all the time.

But, the option chosen instead is that little insert. It’s really a simple thing, just a piece of cardboard with two slots and three folds. No big deal, right? Well, maybe not – but it speaks volumes to me.

What it says, my fine feathered friends, is this particular vendor cares enough about their product to go that extra mile. While it may seem like a small thing – and it is – it says a lot about their view of their products, their customers, and their business. What is says is that the product and the package are both as important to the vendor because they are both part of the customer experience.

This vendor gets it. They realize that customer experience is the one thing that will override everything else. Low price? Good selection? Quick delivery? Sure. All those things are great, and in fact may be what brings the customers in the door. But what they’ve experienced by the time they leave is what they’ll remember, and that’s what brings them back.

But this isn’t really about the box, is it?

I’ve said it before and I’ll say it again: we’re ALL in marketing, to one extent or another, whether in sales, engineering, law – or (especially) a job-seeker. Consider the product: your knowledge, skills and experience. Now consider the package: your reputation, history and appearance. Who are your customers?

Product… package… two components of the entire customer experience.