A few years ago some colleagues and I were dining at a Parisian restaurant. It had been a long day and we'd picked an establishment close to our hotel. I ordered a seafood dish. The waitress was perfunctory: just doing her job. After a few mouthfuls of gritty crunching between my teeth, it was clear that the food hadn't been properly cleaned.
I called the waitress and mentioned there was sand in my food. Used to living in the US I expected her to apologize, swiftly whisk my plate away, and offer me something else (on the house maybe?). Possibly the chef would come over to proffer his excuses. Did any of this happen? No. Instead the waitress explained in a sarcastic tone: "It comes from ze sea Monsieur, of course it will 'ave sand!" Then she walked away.
This attitude, though extreme in this example, is more prevalent in Europe than the States, esp. in Northern Europe. People in service industries focus on the destination, i.e. the ultimate transaction, such as curbing your hunger, at the expense of the journey. Who cares if there's sand if your food? At least you're no longer hungry, right?
Focusing on the transaction is fine if the service is low value. Fast food joints focus on a cheap, repeatable, consistent experience. Margins are thin enough that there's little room for personalized service, though even here courtesy and a smile can go a long way. As the price of the service rises, how the transaction is delivered, the "journey", is as important as its delivery, the "destination".
This applies online just as much as offline: your site may sell goods cheaper than the competition but if that's not enough if you care about your customers' lifetime value. And if you don't focus on repeat business, you'll be putting yourself at the mercy of search engines and spending more and more on advertising. In fact, unless you're selling commodity items being cheapest probably isn't even the most important criteria.
Ultimately you need your customers to reach the destination, i.e. purchase something. To achieve this you should focus on their journey: understand why people buy from you, what their needs are, how you can differentiate your service, how you can make their shopping experience more enjoyable, informative, and relevant (reviews, videos, testimonials, leveraging the social web, etc.), and deliver great customer support.
If you can consistently delight your users with a fantastic experience, as well as a good product, your customers will happily reach your destinations over and over and over.
(Picture by James Jordan)