There is one thing that every brand has in common, whether a Fortune 500 or a Start Up, B2C or B2B, bricks and mortar or online(you get the idea.) Every brand/business is creating a customer journey. And just like in every journey there are ups and downs with the customer experience. The real defining moments are how a brand responds to the bumps along the journey that determines the experiences and the stories the consumer will tell. The ultimate goal of every brand whether spoken or unspoken is to be irresistible.
How do you make your brand irresistible? How do you consistently create an irresistible experience? It is a lot easier said than executed. However, today it is more important than ever to make your brand and the experiences around it irresistible. And while every experience will not be perfect, I do believe there are three essential elements that serve as guideposts to creating a better customer experience:
1- Reference – what’s the frame of reference? The context inside the situation or physical environment is important and should be appealing. Is your front line team empowered to meet your customers where they are?
2. Relational – is your pitch or presentation engaging does it synch with the frame of reference? Are your people on the front line trained to engage? Are they moving people along or are they connecting, building relationships, listening and solving problems?
3. Relevant – is the content you are delivering relevant to your audience? Does it resonate? Is all of your media/communications relevant to each situation? A one size fits all will not create evangelists or irresistible environments.
The customer experience is so subjective and each customer views your service through their own filter. These three elements help provide a framework that when combined with your personalization will delight your customer over and over again. In upcoming posts, I will be sharing some of my own recent experiences that blew me away and I cannot stop talking about them. In every instance, the reference was important, everyone was extremely relational, engaging and personal and finally, all of the communications from start to finish were relevant and personalized.
I’m curious have you recently had a experience you cannot stop talking about? What made it so good? Can you see the above framework in the experience?