Posts Tagged ‘customer experience’
The Good Marketer’s Dilemma
People (including you and me) often convince themselves that they make logical decisions about what to buy based on things like quality and price. If this were true, then there would be no need for businesses to invest in packaging, design or user experience. Packaging, design and copy tell a story that reinforces a worldview—enabling…
Read MoreChanging The Customer Experience Narrative
My husband, who is a doctor has been trialling ways to improve the patient experience at the practice where he works one day a week. There are many things about the experience that are out of his control. He can’t control how the receptionist speaks to the patient on arrival, cut the waiting time or…
Read MoreMore Than
In hard-headed, rational commercial environments where tangible advantages are sought in order to make the books balance, we often overlook the value of our products and services being more than commodities. Everything a customer chooses to exchange time, attention or money for says something about who they are. Purchases are forms of self-expression. What we…
Read MoreChange Making
The story changes the value. The value changes the perception. The perception changes the experience. The experience changes the outcome. The outcome changes the customer. The customer changes the story. Image by Matthias Ripp.
Read MoreUnderstanding The Value Gap
You may have noticed how commonplace complimentary gift wrapping has become this festive season. In years gone by this service was offered by bigger department stores or as a fundraiser for charities in local shopping centres. This year though it seems that every retailer from the bookstore to the pharmacy has decided that complimentary gift…
Read MoreThe Path To Business Growth
Sal was already sweating as she blustered into the gym on Monday morning. She sat down heavily on the bench in the changing room. The things she had hastily stuffed into her gym bag tumbled out as soon as she unzipped it. Sal stopped for a second, realising she hadn’t replaced the three-day-old sweat towel…
Read MoreWhy Story Sells
The bicycle store owner was walking the customer through the range of helmets that were suitable for her teenage son. He described and demonstrated the features and benefits of three models in various price ranges. The woman seemed unsure and looked for a moment like she was about to leave with a promise to come…
Read MoreWorth Vs. Worthy
As business leaders and entrepreneurs, much of our energy and resources are spent understanding how best to communicate our value to customers. Many of the most successful companies flip this thinking on its head. If we create things that are worthy of the time, attention and money of the people we hope to serve, we…
Read MoreMetrics For A Job Well Done
Every business has metrics for a job well done. We know when our sales are up and complaints are down. We can measure our organisation’s performance and success in a myriad of ways. For many businesses, success is measured in efficiencies and financial targets. Others choose to pay attention to customer’s success stories. The old…
Read MoreHow To Tell A Brand Story Customers Believe In
It was a slow Wednesday morning, and the smell of freshly baked croissants wafted from the new French bakery. The store was almost empty, as were the display cabinets that should have been teeming with tempting pastries at this hour. The rock music blared. The bakery assistant who wore yesterday’s apron and a half-hearted smile,…
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