27 Apr How To Create the Perfect Customer Experience
Leading companies recognize the link between creating memorable customer experiences and driving loyalty, advocacy, retention and future sales. Companies that create consistently exceptional customer experiences do not succeed because they always hire better employees or offer better products at lower prices; they succeed because they build carefully aligned systems. Successful marketing is more than just a great visual advert or a hard hitting radio advert. Attracting and retaining customers is all about the total experience of dealing with your business. That’s why it is important to stimulate all the five senses of your customers every time they come into contact with your business.
Car companies recognise this and do it well. When you are in the market for a new car you start by entering the sparkling, modern showroom packed with their best highly polished vehicles – that’s the visual appeal. You walk up to one of the cars on show and lean through the open window to take in that inviting scent of a fresh, new car – that’s the smell.
Next the salesman comes over, opens the car door and gets you to sit inside. You sit back in the plush leather seat and wrap your hands around the steering wheel – now you are experiencing the touch. The salesman starts up the engine so that you can hear the purring of the V6 motor and turns on the integrated, six speaker music system – now you’ve experienced the sound. Finally, you are invited into the office to enjoy a freshly brewed cup of coffee and discuss the attractive finance options – so there’s the taste.
Whether you decide to buy the car or not you will remember the customer experience you had for a long time as all of your five senses were stimulated. It works the same as well in reverse though – just imagine what your experience would be like if the showroom was old and dusty, the place smelt musty and the tea tasted awful.
So take a look at your business and how you interact with the senses of your customers. Do you have soft, welcoming music playing in your office or shop? Do you have mints or chocolates at reception when customers arrive? Is your signage, brochures and website modern and visually appealing? Do you have a fresh newly cleaned office smell or if not, do you burn some relaxing incense?
Create a total customer experience and you’ll have them coming back for more – it really does make a lot of sense.