Continuing on from our earlier post let's start to scratch the surface on the topic of Customer Experience, namely the creating an experience part.... I've mentioned previously that customers in 2017 don't buy a product, they buy an experience. In a world of so much choice (generally) I can get the same or a similar product from one of your competitors either online or in-store. So creating an experience is necessary to lure people in.... and then keep them coming back. Here is 1 thought starter to get the ball rolling on this topic for today....
1. If your brand were a person, who would they be?
What does your brand look like? feel like? What would they say? What is their personality? This is an important first step as you want your customers to LIKE you (even hopefully LOVE you). Would you hang out with your friends if you hated them? Or what about having to spend lots of time with family members you dislike (yes, I know that sometimes this is a necessary evil - but lets not digress).
I'm not just talking about your "brand guidelines" and "tone of voice" albeit these are important. I'm actually talking about the personality that your brand eminates.
Yes let's map out your customers journey and review each touch point for opportunities to impress and connect.
Yes let's give your customers a a pleasant experience or surprise every now and then.
Yes let's treat our customers like royalty.
But here's a small thing you can do with your team to inform and guide those decisions....
Draw (or alternatively list words describing the traits) pictures of who your brand would be if it were a person. Or if you're super adventurous grab some copies of different magazines (do these exist anymore?), cut out the pictures and stick them up on poster board with some trusty Clag Paste.
And then do the same exercise for whoever your customer/s are.
Do they match up? Are they similar? If you're going to be able to CREATE AN EXPERIENCE you first need to be able to walk and talk your customers language so the experience is appealing.
As the most simple example possible, does it really make sense to always be dressed in a super sharp suit and tie, with slick back hair, if the customers you provide a regular service to wear T-Shirts and shorts? Imagine the connection that you will establish with them... if any. If you can't connect with your customer, you certainly won't have the opportunity to create experiences for them in the future.
Let's continue this discussion shortly....