“95% of a consumer’s processing takes place at a subconscious level.”
“How Customers Think!”
Dr. Gerald Zaltman, Harvard
Business School
Customers sense first then rationalise. Essentially, we’ve thought about it before we know we’ve thought about it.
This means that your customers respond to ‘touchy feely’ stuff. To get the right sensory and emotional responses, we need to embed “Sensory Clues” into the experience, too.
Airlines have long understood that ensuring cabins and tray tables are clean is about more than just hygiene. They send a reassuring signal. If a cabin is filthy, their passengers start wondering about the state of the ’plane’s engines.
Certain banks have redesigned their branches to be more like retail outlets. Some now pump the smell of money into them – to make them feel more like branches to customers.
What clues are you sending your customers through everyday things like staff appearance, and behaviour, or correspondence and paperwork? Think about frontline staff, too. Do you encourage them to empathise, sense and respond? Or insist on always ‘going by the book’?
Virgin AtlanticSelling celebrity status. When Virgin Atlantic designed its award-winning Upper Class service it wanted every customer to feel like a “Rock star”. Innovations like the limo service and/or motorbike with check-in on the way take away travelling pains. Passengers step straight into a lounge with massage, hairdressing and more. On-board, sleep suits for the tired or a bar area if you’re feeling sociable add to the whole experience. “Customers become loyal fans who feel like they’re in on something special and exclusive. It comes across on fierce loyalty – our loyalty levels are around 98%” CEO Steve Ridgeway |
Want to understand the current experience and redesign a new one? Fast-track, cost-effective programmes from H2X can help….
• Journey Mapping – Recognising what happens and how keeps customers happy. We’ll look at what your new customers’ typically experience, and where things could be improved. Then, by re-designing the key interactions - the ‘touch points’ - we’ll help you enhance their experience and improve your brand’s effectiveness.
• Ideal Experience Design – Great experiences secure loyal customers. Taking best from organisations around the world, we’ll stimulate ideas and explore them with creative consumers to develop exciting new directions.
For an initial, confidential discussion to find out more, contact David Williams, H2X CEO, on +44 (0)1628 777945 or email davidw@h2x.biz
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