In some cases, it may be wise to allow the consumer experience to be slightly worse in order to gain valuable information about customers' preferences, writes Rakesh Agrawal. For example, Google Shopping Express, which offers same-day delivery, provides scant information about what types of items are eligible, he notes. This isn't desirable from a customer-experience perspective, but it could allow the company to learn about what types of products shoppers want, he writes.

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